Independent agency Quality Meats is headed back to the Big Game. After making its Super Bowl debut earlier this year with GoDaddy, a campaign that went on to win the Creative B2B Grand Prix at the Cannes Lions International Festival of Creativity, the agency has now been tapped by Manscaped to create a national Super Bowl commercial, according to Ad Age.
The men’s grooming brand confirmed that its spot “may run during the game or just before the coin toss,” and that final placement is currently being negotiated with NBC.
“This is our biggest media play yet, and we knew the right partner had to be just as strong as the creative concept itself,” said Marcelo Kertész, chief marketing officer at Manscaped. “There’s something about Quality Meats and Manscaped that feels like a natural fit.”
This marks Quality Meats’ first work for Manscaped, which has previously collaborated with agencies including Special US and Pereira O’Dell.
The campaign continues Manscaped’s ongoing evolution from its famously cheeky “below-the-belt grooming” image toward a broader focus on complete men’s self-care. Earlier this year, the brand launched its “Send Face Pics Instead” campaign with Special US, promoting its expanded line of facial grooming products.
“Manscaped was born as a groin-first brand. We knew since day one that this was not the end goal,” Kertész said on Ad Age’s Marketer’s Brief podcast in September. “This whole new campaign is about showing that the Manscaped you know and love for the groin is actually pretty good at serving your face.”
Founded in 2016, Manscaped’s advertising has long embraced irreverent humor, last year’s Pereira O’Dell spot famously depicted a man’s unshaved nether regions as two tiny, hairy men. That provocative sensibility aligns well with Quality Meats’ bold creative style, making the pairing a natural next step for both brands.
“We’re super excited to partner with Manscaped for their first-ever Super Bowl campaign and show the world how Manscaped helps men care for all their body parts, not just the manly ones,” said Brian Siedband, co-founder and co-chief creative officer at Quality Meats.
The collaboration underscores a stellar year for the Chicago shop, which continues to rack up major wins—and, fittingly, remains hungry for more.
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