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Floating Testicles: A Comment On Masculinity, Freedom, The State Of Advertising?

Set what free?
You may well ask. 
Freedom heads south in this 'OODYSSEY' campaign by hair removal brand Veet.
The name riffs off the title of an epic Greek poem, Homer's 'Odyssey'. Some would say 'Odd'yssey would be a better name for this ad.
The one-minute footage depicts a pair of giant rubbery balls on a journey all of their own, to encourage men to set free their testicles by using Veet Men cream.
Sample reactions:

"Love it, fresh re-arrangement of perceptions"
"Doesn't make sense, they'd still be wrinkly"

"What's the message - that your balls drop off if you use Veet cream?"

"Great metaphor for advertising, floating off into meaningless 'creativity'"

"I do not care if this is a fashion statement, caring for your partner or anything else. No shaven haven for me."

Although the removal of body hair for both men and women is said to have originated with the Egyptians, we're more used in modern times to seeing the intimate shaving and hair removal sector directed at women. 

The global male grooming market is currently worth an estimated $56 billion, and is expected to almost double that by 2031, with 2024 forecasts running at upwards of $81 billion. 

Companies like Manscaped and Lynx have coaxed it into the men's arena over recent years, usually using humour in their advertising.
And now Veet Men enters the field - not to mention bathes in the sea, soars over cliffs and floats in the skies - with a one-minute message of freedom that doesn't mention the brand until the end.

Has Veet taken whimsy a little too far with this, or is it one of those oddly memorable ads that will stick with you, willy-nilly, throughout your life?

Posted by Tree Elven on 08/07/2022

Keywords: Veet's Floating Testicles, Masculinity ads, male grooming ads, advertising, controversial, ad campaign,

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