The quirky ads, which break today April 22, will feature in national men's magazines using volunteers and real-life barbers from the Brighton area to promote Remington's male version of the High Precision Body Hair Trimmer.
The campaign consists of three print executions with the strapline "For all the places you don't want your barber to go". One ad features a barber giving his naked customer a cheeky view of his handywork as he holds up a mirror showing the man's behind, which has been shaved.
The campaign is being supported by a wider communications programme including a and PR activity.
Remington has launched the new campaign on the back of its success with the "Bikini Trim & Shape" campaign of 2003 and the increasing popularity of male grooming icons such as David Beckham and Jude Law.
Kay Downs, managing director of Remington UK, said: "We are extremely happy with the creative Grey London has developed and we're sure the campaign will, for the first time, bring the issue of male body grooming out from the bathroom and into the public domain."
The agency says the brief was created using a very small budget to "create a lot of noise". The trimmer can be used anywhere on the body, back, chest, shoulders as well as the more intimate areas.
Media buying was by MediaCom and ads were devised by copywriter Jimmy Blom and art director Jonathan Marlow at Grey London.
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