Harry’s new campaign won’t make you a rugged man of mystery

arry’s, the iconic men’s grooming brand, is reintroducing itself with a high-impact brand campaign and a refreshed brand identity. Twelve years after Harry’s was founded, the brand is doubling down on the honest, no B.S. approach that earned it the love of tens of millions of customers, and helped it reclaim its disruptive role in the razor category to become one of the powerhouses in men’s grooming in its post DTC era. 

At its best, Harry’s has always been about honesty—from great products, to fair pricing, to talking directly to their customers. Their newest campaign celebrates that brand ethos and puts a stake in the ground around the honest truth of men’s grooming: it should make guys feel good, nothing more or less. “Man, That Feels Good” explores the concept, following three guys on journeys to transform themselves—into a bad boy, a rugged man of mystery, a whole new man. Harry’s products won’t get you there (that will take hard-won life experiences, which viewers will see play out on screen) but they will give you a premium experience that feels really good. The campaign represents a reset for the brand beyond product-specific marketing, and is the first of many expressions of Harry’s “honest” brand truth. 

“Man, That Feels Good” was conceptualized and produced with Zulu Alpha Kilo New York and directed by Elliott Power (Love Song), showcasing a reset for the brand beyond razor-only marketing.  Zulu Alpha Kilo New York, alongside their in-house media team, Zulumatic, developed the integrated approach across film, OOH, and social. 

The refreshed brand identity was developed by Mythology, with support from COLLINS.