Waxing Salon Invites You to Rip Wax Strips Off a Human Tear-Off Flier

Painfully fun

The fur flew, painfully, in Lowe Roche's recent street promo for Toronto's Fuzz Wax Bar. A guy almost completely covered in wax strips walked around town and invited people to tear them from his skin. Cartoon smiley or frowny faces on the strips indicated the level of pain the guy would feel. They were also emblazoned with copy such as "From bear arms to bare arms" and "We'll take the monkey of your back," along with the salon's slogan, "So good, it hurts." Yeee-ouch! Each strip could be redeemed for a 25 percent discount at Fuzz Wax. (Personally, I'd want to keep mine as a hairy, sweat-stained waxvertising souvenir.) Last year, the zany madcaps at Lowe Roche photographed a local dealership's Porsches in people's driveways to create ads targeting those very homes. That was clever, but this body-hair stunt was less creepy and provided an oddly memorable product demo. Congrats to the agency for pulling it off. More photos and credits below.

CREDITS

Project: Street Waxing

Client: Fuzz Wax Bar

Agency: Lowe Roche

Executive Creative Director: Sean Ohlenkamp

Copywriters: Jeremy Richard, Eli Joseph 

Art Directors: Ryan Speziale, Kunaal Jagtianey

Producer: Shannon Farrell

Makeup: Alyssa McCarthy

Account Director: Frederic Morin

Director: Dean Vargas

Postproduction: Motion Pantry