By Matt Williams, brandrepublic.com, Friday, 30 April 2010 03:50PM
The microsite, due to go live today at www.hairoffmystuff.com, contains a series of humorous instructional videos for men who want to 'get hair off their stuff', in order to look more attractive to women.
The three-minute videos aim to disarm men who may have previously felt awkward about shaving hair off any body part other than their face, by promising that a Wilkinson Sword razor "will be easier to find and handle".
The instructional videos cover all of the major body areas – showing men how to get 'Hair off the front', 'Hair off the back', and 'Hair off the nuts and bolts'.
The digital campaign follows a TV ad, released by Wilkinson Sword last week, that shows a razor shaving away buildings in New York in order to create Central Park.
Jeffrey Chapman, the global director of brand communications for Wilkinson Sword, said: "We set out to use a light sense of humour and a range of charming stories to help men understand that body grooming is something that most guys could benefit from."
This article was first published on brandrepublic.com