There’s a lot of data out there about men but only one truth… 100% of men think their “groin” is the most important part of their body. The problem is almost all of them feel uncomfortable talking about it. Especially when it comes to grooming.

For Manscaped, a mens groin grooming company, we developed “The Boys” campaign. Its goal was to stop treating male below-the-belt grooming like it’s some kind of taboo. The challenge? How to talk about nether region grooming in a TV-safe way. Enter the visual metaphor. We used it to craft a simple love story between a man and his boys. Hopefully after watching folks will never look at men, or their personal grooming the same way again.

In addition to the commercial, we released Manscaped The Boys augmented reality filter via TikTok, Snapchat and Instagram to give fans a glimpse of what two hip-height versions of themselves might look like and show a variety of scaping styles to try.