The fur flew, painfully, in Lowe Roche's recent street promo for Toronto's Fuzz Wax Bar. A guy almost completely covered in wax strips walked around town and invited people to tear them from his skin. Cartoon smiley or frowny faces on the strips indicated the level of pain the guy would feel. They were also emblazoned with copy such as "From bear arms to bare arms" and "We'll take the monkey of your back," along with the salon's slogan, "So good, it hurts." Yeee-ouch! Each strip could be redeemed for a 25 percent discount at Fuzz Wax. (Personally, I'd want to keep mine as a hairy, sweat-stained waxvertising souvenir.) Last year, the zany madcaps at Lowe Roche photographed a local dealership's Porsches in people's driveways to create ads targeting those very homes. That was clever, but this body-hair stunt was less creepy and provided an oddly memorable product demo. Congrats to the agency for pulling it off. More photos and credits below.
CREDITS
Project: Street Waxing
Client: Fuzz Wax Bar
Agency: Lowe Roche
Executive Creative Director: Sean Ohlenkamp
Copywriters: Jeremy Richard, Eli Joseph
Art Directors: Ryan Speziale, Kunaal Jagtianey
Producer: Shannon Farrell
Makeup: Alyssa McCarthy
Account Director: Frederic Morin
Director: Dean Vargas
Postproduction: Motion Pantry