Toxic masculinity and the MeToo movement have dominated men’s advertising of late, but mercifully it seems fellas can still have a laugh at themselves judging by a new spot for Veets Men hair removal cream.
The spot, titled “Fishermen”, is the work of acclaimed Parisian agency BETC.
With a bit of The Perfect Storm meets Jaws feel about it, the clever spot follows four men aboard a fishing trawler regaling their near-misses and subsequent scars.
And, as the ad sets out to prove, the modern man doesn’t have to wrangle a great white shark to prove his masculinity.
The spot’s directed by acclaimed New Zealand director Greg Bray, which may explain why it has a good smattering of Kiwi humour about it. Check out the hair removing fun below: