STERLING, Il. — Wahl, a manufacturer of men's hair clippers and trimmers, is expanding its Real Guys, Real Grooming campaign, which is a series of documentary-style ads and videos that show how real guys groom, and features the story of minor league baseball team LumberKings.
"Response about the campaign has been phenomenal," stated Steve Yde, marketing director for Wahl Clipper. "Wahl is and always has been about real guys. The LumberKings are an exciting story because they resonate with anyone out there who can appreciate working hard to get what you want. That's what this campaign is about — working hard and looking your best along the way because in life, every day is game day."
The evolution of Wahl's Real Guys, Real Grooming campaign includes a new 30-second ad and three new videos that focus on success on and off the field.
The videos include:
- "No Off Season," which follows three players — catcher Tyler Marlette, pitcher Tyler Pike and outfielder Jabari Henry (who has moved to the High Desert Mavericks) — as they train in their hometowns and prepare for next season;
- "Game Face," which looks behind-the-scenes at what it takes to prepare the field and players for a game and series; and
- "Healthy Cut," which shows the softer side by capturing seven of the LumberKings players and coaches shaving their heads to raise money for St. Baldricks and childhood cancer research.
Produced by advertising agency HY Connect, the Real Guys, Real Grooming campaign won a 2013 New Media Award from the New Media Institute. The award recognizes the campaign based on its innovative approach as well as its content and design.
In addition to demonstrating how real guys get ready every day, Wahl's Lithium Ion grooming tools (hair clippers and facial hair trimmers) are featured in the campaign.