Brand Marketing Ad of the Day: Philips Norelco Manscaping leaves guys feeling obscenely good about themselves in Ogilvy's new campaignBy Tim Nudd|April 16, 2013 Share By Tim Nudd|April 16, 2013 Share Almost-obscenities are having a good run in ads this month. First, we had Kmart's "Ship My Pants" spot, which has made millions of people laugh like 9-year-olds. Now, it's Philips Norelco's turn—with a campaign themed "I'd FAQ me." A pair of spots show hirsute fellows using Philips Norelco's electric razors to do a little manscaping—trimming back the weeds both up there and down there. With each clip and shave, the guys remark on how attractive they're becoming by suggesting what they'd do to themselves if they were an admirer. "I'd wink at me," says one guy. "I'd pop a bottle with me. I would share a shawarma with me. … I'd snuggle up with me. I'd invite me up to watch a movie. I'd have a wine with me." At the end, he concludes: "I'd FAQ me," with the middle word, a good sound-alike for the F-bomb, silenced—and his mouth pixellated. The spots lead to an impressive website, idFAQme.com, which invites you to scroll down the length of a dude's body, with pointed product benefits listed all the way down. Ogilvy & Mather creative director Zach Korman says the campaign isn't so much about being provocative as being honest about how young guys in the target market think about themselves and their looks. "We all have little rituals and stories we play out in our heads," he says. "With more confidence, more possibilities open up in life. Those 'possibilities' just generally end up in the same place more often than not." The "FAQ" idea didn't come out of nowhere. "We had an assignment to both showcase a new product launch as well as convince guys that the electric category would be worth considering," says Korman. "So what's the most recognizable fact-delivery convention online? Obviously, that'd be an FAQ—but through the lens of our campaign, of course. Which meant less body copy and more body shots." The website is intended to wow a segment that's used to plenty of bells and whistles online. "I don't think anyone would expect a 360-3D-nose-to-tail-shaving-hair-test-drive," says Korman. He adds that he doesn't expect the campaign to stir up any negative controversy. "In television, film and advertising, we're seeing some of the boundaries of tone and language extend a bit further every day," he says. "I don't think we're saying anything that isn't already out there in the ether." CREDITS Client: Philips Norelco Agency: Ogilvy & Mather, New York Creative: Chief Creative Officer: Calle Sjoenell Executive Creative Director: Jason Marks Creative Directors: Zach Korman, Tom Elia, Craig Mannion Art Directors: Lukas Lund, Andreas Hoff Copywriter: Mikio Bradley Art Director: Brad Warsh Senior Information Architect: Annie Wong Account: Managing Director: Matt Dowshen Account Director: Jennifer Natuzzi Account Supervisor: Kara Shenton Account Executive: Amanda Warren Planning: Planning Director: Paula Bloodworth Production: Chief Production Officer: Matt Bonin Executive Producer: Melanie Baublis Senior Producer: Susan Rafter Production Coordinator: Dana Malinick Music Producer: Karl Westman Integrated Content Production Business Manager: David Halberstadt Managing Director, Digital Delivery: Kathleen Gareiss Executive Director, Digital Production: Angela Fung Associate Director, Technology Management: Jordan Saletan Associate Director, Systems Architecture: Todd Harpersberger Director, Quality AssuranceRaul Morales Analytics: Associate Director of Marketing Analytics: Omari Jinaki Integrated Communications Planner: Kacy Erdelyi Marketing Strategy: Michael Gallo Production Company: Epoch Films Director: Michael Downing Executive Producer: Melissa Culligan Line Producer: Eric Sedorovitz Post Production: Cosmo Street Editorial Editor: Tom Scherma Executive Producer: Maura Woodward Producer: Heather Richardson Continue Reading Pages: 1 2 Adweek Adweek