Gillette’s new ad campaign for the Fusion ProGlide Styler features Sports Illustrated cover girl and model Kate Upton, who wants you to know that she doesn’t mind a chest hair on a man, “but definitely not on his back.”
In the new commercial, Upton is joined by Hannah Simone of TV’s New Girl and actress Genesis Rodriguez at a poolside cocktail party, where Gillette’s suave spokesman quizes the girls on their preference in men’s body hair. For the record Simone prefers hairles stomachs to emphasize abs and Rodriquez “likes men completely hairless, and no she doesn’t think that’s weird.” The spot closes with footage of a man using the product, as a voice-over says, “The ProGlide Styler. Trim, shave and edge. The one tool you need to get the look she wants.”
The commercial is part of a broader campaign called “What women want.” A print ad that features Upton in a come-hither pose features a QR code allowing viewers to read her mind. Scanning it with your smartphone opens a short video, in which Upton reveals (with a wink) that it is “very important” for a man to groom “down there.” Other print ads featuring Simone and Rodriguez revealing their manscaping preferences.
