The Powerful Spirit of the American Guy Shines in New Ad Campaign

The Powerful Spirit of the American Guy Shines in New Ad Campaign

Wahl’s documentary-style TV spots honor guys who keep us safe and keep us going.

For the past three years, men’s grooming leader Wahl Clipper has been celebrating real guys following their dreams as part of its national “Real Guys, Real Grooming” ad campaign. Now, the company is honoring them.

Our latest documentary style campaign for Wahl profiles two stories of American guys whose professionalism and passion for their work serve as an inspiration for real guys everywhere.

The Vintage Bike story profiles four guys from BurnUp Company of West Palm Beach, Fla., who refinish and restore, vintage motorcycles and customize their facial hair with Wahl trimmers with the same care they give their bikes. The Firefighter story features firefighters from York, Pa., who reside in the longest continuously running firehouse in the country as they cut their hair to look professional when they answer the call.  As the Firefighters in the video say, “fighting fires is difficult; cutting your hair shouldn’t be.”

“We are proud of the latest edition of the campaign, which illustrates the American spirit and how everyday guys living their dream get ready every day,” said Steven Yde, Wahl division vice president of marketing for Wahl.  “These guys have hard jobs and lead busy lives; Wahl makes powerful grooming tools that make it easy for guys to look good without spending a lot of time doing it.”

To capture the authentic footage we traveled to Pennsylvania where hard-working American values were filmed in the York City Firehouse – whose roots run deep like Wahl, one of the longest continuously running manufacturers in the United States. The other story was filmed in a 1920s carriage house in Florida where the bearded guys from BurnUp Company get café racers from 1960-1979 back on the street. The result is a campaign that highlights the pride of craftsmanship and self-expression and where style and motorcycle go hand in hand.

“Wahl is an iconic American brand that represents real, at a time when reality TV isn’t so real, and the pitchmen for most men’s grooming products are either supermodels, superheroes or super into themselves,” said Dave Hanneken, Hoffman York senior VP/executive creative director.

The campaign includes 15- and 30-second TV spots that run nationally throughout the fall on male-targeted networks. Longer format videos that share more of the firefighter and vintage bike stories are featured on Digital takeovers, banner ads and social media are also part of the campaign.