The NFL star and his alter-ego ‘Little Marshawn’ promote Manscaped’s signature products in the latest football-linked US campaign from the men’s grooming brand.
Created by agency GYK Antler, the latest work in its football-centric series of ads features legendary NFL running back Marshawn Lynch – widely known by his nickname ‘Beast Mode’ coinced during his time at the Seattle Seahawks – and his ‘shaving savant sidekick’ ‘Little Marshawn’.
The work combines Manscaped’s irreverent brand of cheeky comedy with one of the NFL’s most enigmatic and eclectically funny personalities through a series of spots promoting both the Lawn Mower 40 (Manscaped’s signature groomer) and the Weed Whacker ear and nose trimmer.
The creative sees Lynch consider the best way to clean up ‘below his 50-yard line’ before being introduced to Manscaped’s grooming solutions by his alter-ego ‘Little Marshawn’ – who, somewhat oddly, lives on the edge of ‘Big Marshawn’s’ bathroom sink.
The campaign began airing nationally from 10 December with a targeted media plan focusing on NFL game broadcasts and other football-focused programming across a variety of networks.
‘Little Marshawn’ kicks off with a 30-second spot for the Lawn Mower 4.0 supported by a set of 15- and 06-second cut downs for digital and social platforms.
While another 30-second spot for the brand’s ‘Weed Whacker’ trimmer will go live in January 2022 activating around the NFL Playoffs and Super Bowl.
The project saw creative agency GYK Antler work with Director Matt Doyle and his team at the agency’s internal production house Big Brick Productions.
The campaign was created for Manscaped marketing team led by Vice President Of Creative Content Carter Baldwin, Director Of Brand Response Content Chris Gronau, Executive Producer Jessica Holmes and Art Director Nick Kamei by Big Brick Productions and Beastmode Productions.
The team at agency Big Brick Productions included Director Matt Doyle, Director Of Photography Aaron Frutman (of DGA Productions), Camera Operator Nathan Golon, Director Of Production Tyler York, Line Producer Catharine Uyenoyama (DGA Productions), Line Producer Monica Castro, Senior Editor Josh Drake, Assistant Editor Sammy Honeywell, Colorist Rob Bessette, VFX/Flame Timothy Montgomery, Commercial Coordinator Maddy Graves, 1st AD Faye Cogen, Account Supervisor Kristina Annese and Photographer Willie Petersen, with Beastmode Productions Producer Diaunte Thompson.
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This campaign follows in the footsteps of the male grooming brand’s previous marketing push last season with NFL superstar Rob Gronkowski called ‘Gronk Can’t Find His Balls’ which rolled out in September 2020.
Marshawn Lynch’s marketing work stretches far beyond his NFL campaigns (one example of his work for the league saw him appear in the ‘100-Year Game’ anniversary spot)) and he has leveraged his football skills and compelling character into becoming a high profile pitch person for several major brands including Frito Lay (see his ‘Twas The Night Before Kick Off’ 2020 campaign) and Skittles (see his 2018 ‘Marshawn Pack’ initiative’.)
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