Of course, what has really moved the business leader is something deeper: a quiet sense of confidence in the satsuma peeler.
The bigger picture
The marketing message of confidence is not a new one, but Harry’s take is “more realistic” and humorous, Morris said.
When developing the campaign, the team talked about uncovering those “little victories and small moments of endorphin rushes that are purely for the person and not everyone else,” he continued—like riding a bus without holding a handle or slipping in behind someone through a door before it closes. They finally landed on the idea of the unbroken orange peel.
Though Harry’s story is comical, it has a deeper purpose: “They’re championing everyday men at a time of a crisis of masculinity for a lot of guys,” Morris said.
That backdrop is the motivation for Harry’s to upend the image of a “perfect man” seen in previous ads for the likes of Gillette. Chandrasekaran also pointed to the rise of body dysmorphia in men, with a 2021 study from social enterprise Better finding that 54% of men showed signs of body dysmorphic disorder (BDD), compared to 49% of women.
Harry’s mission goes beyond marketing, however. The company gives 1% of its sales to charitable organizations that provide mental health care to men, donating more than $12.5 million to this cause since its launch in 2012.
“In a world that’s dictating how men should be and what they should look like, Harry’s celebrates guys who carve their own path and make choices that work best for them,” Ben Dancer, director of brand marketing at Harry’s, said in a statement.
CREDITS:
Brand: Harry’s
Director of brand marketing: Ben Dancer
Senior manager, brand communications: Bevan Lewis
International growth lead: Ellie Doughty
Senior PR & partnerships manager: Ruth Flanagan
Agency: The Or London
Executive creative directors: Charlene Chandrasekaran, Dan Morris
Production partner: Metz ti Bryan
Business partner: Paulo Salomao
Strategy partner: Sarah Oberman
Producer: Ruth Armitt
Brand director: Berlin Abraham
Creatives: Tom Snell, Dylan Hartigan, Amy Fasey, Jacob Hellström
Media agency: Goodstuff
Business director: Felicity Bramald
Planning director: Pete Hinton
Production company: Somesuch
Director: Max Sherman
Managing director and executive producer: Chris Watling
Producer: Tom Gardner
Production manager: Lana Henry
DOP: Thimios Bakatakis
Casting director: Kharmel Cochrane
Production company: Radioaktive X Shelter
Executive producer: Albert Zurashvili
Producer: Gena Shevchenko
Production coordinator: Vlas Laushkin
1st assistant director: Maria Khalpakhchi
Production designer: George Kavelashvili
Styling: Kato Gelashvili
Senior sound designer: Alex Wilson-Thames
Music house: The Hogan
Music supervisors: Sean Hogan, Ludo Swaniker
Edit house: Shift Post
Editor: Saam Hodivala
Edit assistant: Adam Buckmaster
Edit producer: Kirsty Oldfield
Post house: CHEAT
Senior colorist: Jack McGinity
Color & VFX senior producer: Coral Ernest-Rhône
VFK artist: Paul Dixon
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