STERLING, Ill.-With its new television advertising campaign, Wahl is adopting a reality TV-based approach with a documentary focus on the Clinton, Iowa, LumberKings, a minor-league baseball team.
The ads promote Wahl’s new lithium ion grooming tools. The company’s advertising agency, HY Connect, shot video of the LumberKings before, during and after games; at home; and on the road. The video showed the players in the daily routines using Wahl’s grooming tools. The ads—which include 15- and 30-second spots—will run nationally through the summer on male-targeted TV networks such as ESPN, Spike and Comedy Central.
Steve Yde, Wahl’s marketing director, said, “Minor-league baseball is about hard work and dedication—the same things Wahl represents and has represented for nearly 100 years. While other men’s grooming campaigns out there focus on the glory, ours is about the journey and the preparation that comes with it.”