Men’s grooming brand Harry’s reintroduces itself with a brand campaign out of Zulu Alpha Kilo New York which includes this “Rugged Man of Mystery” spot which takes a guy on an imagined journey which will result in his becoming a rugged man of mystery. It’s a wild adventure with twists and turns, perils and close calls–all of which Harry’s has nothing to do with ultimately. The fact is that Harry’s won’t get you to be a man of mystique and intrigue. But its grooming products will give you a close shave instead of getting you in a dangerous predicament that’s a proverbial close shave. And as an honest brand, Harry’s get you well groomed, which gives you a “Man, That Feels Good” experience.
This tongue-in-cheek long-form commercial was directed by Elliott Power of production house Love Song.
Credits
Client Harry’s Agency Zulu Alpha Kilo New York Tim Gordon, chief creative officer; Emily Garvey, head of strategy; Dan Cummings, creative director, copywriter; Vic Bath, creative director, art director; Lizzie Cox, art director; Tilden Lincoln, copywriter; Jenny Vivar, designer; Temma Shoaf, executive producer; Ian McCartney, integrated producer; Spencer MacEachern, group strategy director; Khalied Bashri, sr. strategist. Production Company Love Song Elliott Power, director; Kelly Bayett, managing partner; Jessica Wylie, exec producer; Paige Kauffman, head of production; Alexandra Michaels, production manager; Charlyne Liquito, 1st AD; Harry Wheeler, DP; Jan Houllevigue, set designer; Samuel Hergibo, art director. Service Company SHOTINMARS Julien Manunta, Matthieu Berenguer, exec producers. Editorial Arcade Edit Geoff Hounsell, editor; Sila Soyer, managing partner/exec producer; Fanny Cruz, exec producer; Julie Zivic, post producer; Grace Novak, assistant editor. Postproduction/VFX Stray Carl Norton, creative director & VFX shoot supervisor; Dan Williams, VFX shoot supervisor; Hugo Saunders, 2D lead; Giacomo Verri, Emre Aypar, compositors; Clare Melia, exec producer; Dale Amanda Heron, Bethaney Phillips, VFX producers. Postproduction Zulubot Sarah Dayus, director of postproduction & operations; Andrew Martin, lead interactive artist. Color Ethos Studio Dante Pasquinelli, colorist; Nat Tereshchenko, producer; Annie Carter, Alexandra Makarenko, color assists; Natasha Sattler, head of production; Eliana Carranza-Pitcher, managing director/exec producer; James Drew, founder/exec producer. Music Curation Miink, composer; Connie Edwards, Sunny Kapoor, music supervisors. Sound Barking Owl Gus Koven, sound designer; Mikayla Petersen, mixer; Ashley Benton, exec producer; Jenna Pangilinan, producer; Carol Dunn, managing director. Casting Agency Sound & Fury.
Staying true to its mission of “Creating a Better Everyday Life for the Many People,” Al-Futtaim IKEA, based in Dubai, is shining a light on the importance of early childhood development--and the role that the home plays in nurturing it.
Created by INGO The Agency, Hamburg (a creative boutique within the Ogilvy global network), the campaign includes a series of three visual motifs shot by photographer Ale Burset, alongside this touching “Supporting First Steps” film. Recognizing that more than three-quarters of parents share milestone moments of their children online, the brand chose to create the campaign film adding user-generated content. Each clip captures the joy of first steps--moments made even more special with the presence of IKEA products in the frame.
Featured in the campaign are everyday pieces like the BEKVÄM step stool, LACK side table, KALLAX shelving unit, and the MAMMUT children’s stool--items commonly found in homes and often used by little ones as their first source of support.
“This campaign taps into a beautifully universal truth—nearly every parent, everywhere, has witnessed their child pulling themselves up on a piece of furniture to take those first wobbly steps. It’s a moment so small, yet so unforgettable. I still remember both my daughters learning to walk with the help of a LACK table in our living room,” said Daniel Fisher, global chief creative officer, INGO The Agency.
The campaign is the result of a creative collaboration between Al-Futtaim IKEA, INGO Hamburg and Ale Burset, and will roll out across various platforms throughout the Middle East. It will appear in out-of-home displays, digital screens, print publications, and across IKEA’s social media channels.
