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Wahl Throws Men's Grooming Style a Changeup
New documentary-style TV spots to show how "real guys" groom
06/07/2013 12:38 PM ET

Clinton, IA - At a time when the pitchmen for men's grooming products are either supermodels, superheroes or super into themselves, Wahl is opting for super, well, real. For its latest advertising campaign, the world's leading manufacturer of hair clippers and other men's grooming tools, turned the cameras on the LumberKings, a minor league baseball team from Clinton, Iowa. The game plan--demonstrate how everyday guys living the American dream get ready every day. The new spots begin running in June.  

On one hand, the new documentary-style campaign promotes Wahl's new lithium ion grooming tools and how they provide the endurance and power guys need, even for life on the road and in the locker room. On the other hand, the ads celebrate American values, something Wahl, an International company that still produces products in Sterling, Ill., has in common with the team representing America's pastime in America's Heartland.   

"Minor league baseball is about hard work and dedication-the same things Wahl represents and has represented for nearly 100 years," said Wahl Marketing Director Steve Yde. "While other men's grooming campaigns out there focus on the glory, ours is about the journey, and the preparation that comes with it."

To make "real" a reality, Wahl's advertising agency, HY Connect, had videographers follow the LumberKings around-before, during and after games, at home and on the road. The result is a campaign that paints a dramatically different picture of what is often referred to as the morning routine. 

"This campaign is honest, hardworking and American-all things that have made Wahl the iconic brand it is today," said HY Connect Creative Director Mark Catterson. "And the fact that Wahl and Wahl employees have been supporting the LumberKings for years makes this effort all the more authentic and meaningful."

The ads include 15- and 30-second TV spots that run nationally through the summer on male-targeted networks such as ESPN, SPIKE and Comedy Central. Each ad ends with the line, "Follow the journey at wahlgrooming.com," which is where longer-form videos give viewers the more complete picture of this team and its journey. New videos will be added throughout the summer.

To follow the journey, visit wahlgrooming.com and connect with Wahl on Facebook, Twitter and YouTube.

About Wahl

Now in its 94th year, Wahl Clipper Corporation is an international leader in the manufacturing of products for the professional beauty and barber salon trade, consumer personal care and animal grooming. Headquartered in Sterling, Ill., Wahl employs some 2,000 people worldwide and serves 165 countries. For more about Wahl, please visit www.wahl.com.

About HY Connect

HY Connect (pronounced H.Y. Connect) is one of the leading independent marketing and communications agencies in the country. The agency offers a full suite of marketing services including digital, advertising, social and earned media, under the HY Connect brand - a single profit center. With more than 150 employees and offices in Chicago and Milwaukee, HY Connect's metrics driven approach for clients has contributed to significant agency growth. With $149 million in annualized billings the agency has nearly doubled in the past four years. For more information, visit www.hyc.com.

This story was not subject to the approval of the National Association of Professional Baseball Leagues or its clubs.
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