Barbasol enlists rugged icons to encourage manly shaving habits

01/27/2013 | New York Times (tiered subscription model), The

Manly archetypes berate their less manly descendants to at least "shave like a man" in the latest Barbasol campaign. Actors playing a WWII soldier, an 1854 Western trailblazer and a baseball player from 1920 mock the less-than-manly habits of today's youths. The TV spots, which will run mostly on sports-focused cable networks, are the first work from Barbasol's new agency, GSD&M, which is attempting to help the venerable brand come back by following the humorous lead of competitors Old Spice and Brut.

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