Norelco: I'd Beach Me

Provocative new campaign by Ogilvy, Stink and Michael Downing promotes manscaping

Published on Apr 16, 2013

Editor's Pick

Philips Norelco and Ogilvy & Mather get up close and person with male grooming rituals with two new commercials and a site to promote the shaver's manscaping powers. A little shave here and a trim there makes these guys think about what they'd do to themselves -- would they go beyond sharing a shawarma to doing the deed? Both spots were directed were Michael Downing at Epoch.

The site, the punnily-named, which was developed in collaboration with Stink Digital, is a journey up, down and around the groomer's naked body, with product benefits (written in a friendly, jokey tone) accompanying you throughout. The creative is trying to help the brand expand beyond its older user demographic to a younger, 20-something guy, and was based on the insight that grooming has now gone from a functional need to something a bit more personal for men.

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Apr 16, 2013
Ogilvy & Mather
Chief Creative Officer:
Calle Sjoenell
Executive Creative Director/Production:
Jason Marks
Creative Director:
Zach Korman
Creative Director:
Tom Elia
Creative Director:
Craig Mannion
Art Director:
Lukas Lund
Art Director:
Andreas Hoff
Mikio Bradley
Art Director:
Brad Warsh
Production Company:
Michael Downing
Executive Producer:
Melissa Culligan
Line Producer:
Eric Sedorovitz
Post Producer:
Cosmo Street Editorial
Tom Scherma
Executive Producer:
Maura Woodward
Heather Richardson
Assistant Editor:
Zack Winick
JSM Music
Audio Producer:
Sonic Union
Steve Rosen
Company 3
Tim Masick

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