New Wahl ad campaign celebrates 'real guys' living their dreams

STERLING, Ill.  — Wahl Clipper is launching new documentary-style ads as part of a continuation of its “Real Guys. Real Grooming.” campaign, which began last year with a spotlight on the Clinton LumberKings minor league baseball players in Iowa who were chasing their dreams. This time around, Wahl is turning the cameras on modern-day cowboys and craft brewers who are living their dreams.  


The TV spots began airing nationwide on Monday on more than 10 major networks — including ESPN, NFL and Spike — and will run throughout October and November. The campaign also is supported by digital advertising, event marketing, social media and earned media.

While the campaign is about real guys living their dreams, it’s also about how grooming — as in the right tools and achieving the right look — fits into their journeys. This approach appears to be hitting the mark, as sales of Wahl trimmers and clippers have increased more than 10% over the past year, the company stated.

“Guys today are looking for real, relatable and inspirational,” said Steven Yde, director of marketing for Wahl. “Our “Real Guys. Real Grooming.” campaign is a celebration of everyday guys who are achieving their dreams and want to look good without a lot of fuss. It’s honest, authentic and empowering with a slice of Americana on the side — all things that have come to define Wahl over the last 95 years.”


The “Real Guys. Real Grooming.” campaign was developed by HY Connect, an integrated advertising agency with offices in Chicago and Milwaukee. The campaign landing page, WahlRealGuys.com, features the ads, documentary videos, hair and facial hair styles, beard and beer pairings and product information.