The campaign, which will break on national television on 4 October, comprises four executions. They feature men in stereotypically unpopular jobs, from a traffic warden and a solicitor to an estate agent. However, in the ads the men all come across as irresistible to women.
The woman in one spot shimmies up to the estate agent showing her around a flat, immediately agreeing to buy it. In a second ad, another woman sits smiling in her car while a traffic warden puts her car on the back of a tow truck. The man in the solicitor spot is surprised when, after his spiel about helping people who want to bring claims, his phone starts ringing.
The men's success is explained by the endline: "All in the grooming." The spots end by informing viewers that the range is available in Boots and French Connection stores.
Aimed at 18- to 34-year-old men, the commercials will run on ITV, Channel 4 and five during key 16- to 34-year-old programming, including The Frank Skinner Show, The Farm and The OC.
Stephen Marks, the French Connection chairman, said: "With just the right mix of humour and attitude, these ads capture perfectly the spirit of fcuk."
Trevor Beattie, the chairman and executive creative director of TBWA, added: "Fcuk Grooming is more than a range of smellies. It's a revolutionary elixir capable of turning even those in the most maligned of professions into heart-stopping, gusset-dampening desirables."
The ads were written, art directed and directed by Michael Barker and Roderick Fenske, and produced by Independent. Media was by Manning Gottlieb OMD.
French Connection also owns a range of women's toiletries, High Maintenance, which it launched with Boots in September 2002.
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