Late October saw grooming brand Wahl roll out an Australian campaign fronted by athlete ambassador and Olympic swimming champion star Kyle Chalmers.
The comic campaign sees the 23-year-old Chambers sees the funny side of agonisingly missing out on a gold medal at the Tokyo Olympic Games by just 0.06 seconds and it is led by a humorous hero commercial which pokes fun at his Tokyo heartbreak by showing him again finishing in a race again in second place ‘by a hair’.
The spot, which spanned national television, online and social channels and launched on 18 October, also features his fictional mental strength coach Kerry Labouf (played by Aussie comic Dave Eastgate) who tells him he’d have won if only he’d trimmed down with his Wahl Waterproof Stainless Steel trimmer.
The creative seeks to drive viewers online to find out further information about the All-New Waterproof Stainless Steel trimmer and drive online purchasing at Shaver Shop: https://www.shavershop.com.au/search?…
The campaign includes both 30- and 60-second ads both featuring the Wahl Waterproof Stainless Steel trimmer and are being broadcast from across social media and television supported by digital, social media and PR featuring a national competition to find Australia’s craziest beard (judged by Chalmers).
The idea for the campaign came from Wahl Head of Marketing Brett Clulow who added at the campaign launch that “Chalmers is a perfect brand champion – one of our greatest sporting heroes. The whole country united to cheer him on in the final. To come back from a major injury and swim one of the fastest 100m in Olympic history was just breathtaking. He was such a good sport when I showed him the idea for the campaign. Wahl is all about the closest of trims and expert grooming management, and Kyle really did come second ‘by a hair’.”
“I was gutted when I realised I’d missed out on gold by only 0.06 seconds, but very proud that I’d battled back from shoulder surgery to win silver,” said Chalmers. “When Wahl told me about the ad, I thought it was hysterical. Maybe I would have won gold if I’d trimmed my face a bit closer! I love the character of Kerry – he may be completely over the top, but I’ve met a few trainers who are almost as extreme!”
“I was already a big fan of Wahl, so this was a great opportunity to showcase its products to as many people as possible,” Chalmers continued. “I’ve always been very focused on being the very best I possibly can be, and that’s their philosophy too.”
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In the campaign PR, Chalmers – who won gold in the 100m freestyle at the Rio de Janeiro Olympic Games in 2018 – said that the best way to deal with disappointment is through laughter.
Also, the campaign support statement added that after using the Wahl Waterproof Stainless Steel to trim down as part of his race preparation Kyle swam his personal best in the 100m Freestyle World Championships.
Chalmers will continue to front creative for the brand in the lead-up to Commonwealth Games and Paris Olympics in 2024 and will promote Wahl’s range of beard trimmers, hair clippers, shavers and massagers – all exclusive to Shaver Shop – for the next two years.
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