Toxic masculinity is a pretty heavy topic.

And while 72andSunny had taken on the topic a few years earlier, we felt like we ourselves had gotten a bit serious and worthy. Especially when our next brief was to talk to 16-year-olds about 2 -in-1- shower and shave foam. We decided that instead of giving a lecture, we’d model positive behavior and at the same time give people a laugh. Written by a female copywriter and shot with a young French female director, we felt like it offered a fresh take on being silky, and hairless where you want to be.