If you somehow missed the most recent campaign from MANSCAPED (and the coverage of it in all the trades), pause this reading and just start watching the video below right now.
If you’re already caught up and were wondering at some point “How’d they get away with that?” or found yourself slightly envious of the fact that they did, and were additionally curious about how the campaign came to life…have we got an episode for you!
IAN spoke with the team behind this ballsy effort – MANSCAPED’s Chief Marketing Officer, Marcelo Kertesz, Pereira O’Dell’s Chief Creative Officer, Jason Apaliski and Head of Production, Darbi Fretwell, and Ruckus Films’ Founder and Director, JJ Adler – and explored how they used strategically infused humor to bust taboos around male grooming in a way that’s TV-safe. The team also talked about how to safely bring risque visual metaphors to life, creating an impactful campaign and maintaining brand integrity in the process.
Tune in for a fun, enlightening and insightful convergence of client, agency and director perspectives, as they break down how their collaborative efforts of craft, creativity – and courage – led to one of the more ambitious (and delightfully cheeky) brand campaigns in today’s advertising landscape.
In this episode, we discuss:
- The work – and the reactions to it
- Digging into the brief
- Balancing humor when trying to see product
- How directors interpret the vision from the brand and agency
- The logistics behind the campaign
- Why a CMO might get nervous about aggressive concepts and comedy
- How great work motivates internal teams
- Why confidence matters from an agency
- Advice on how CMOs can evaluate creative pitches
- Selling in the work
Learn more
- Find Marcelo Kertesz on LinkedIn
- Find Jason Apaliski on LinkedIn
- Find Darbi Fretwell on LinkedIn
- Find Pereira O’Dell Here
- Find JJ Adler on LinkedIn
- Find Ruckus Films Here
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