Against that backdrop, Harry’s was looking for a no-nonsense message to try to break through the clutter. “Man, That Feels Good” was “very rooted in the idea of honesty,” Balagat said. “We’re not making exaggerated promises—it fits exactly with what the brand is about.”
The campaign, from director Elliott Power of Love Song, plays into some marketing-fueled fantasies, showing what it would take to actually turn an everyday dude into an international man of mystery—becoming a getaway driver for a bungled heist, finding an unlicensed plastic surgeon for some covert work, accidentally witnessing an arms deal, and staring down a pack of wolves, to name a few of the scenarios.
The target demo for Harry’s, though, “rejects needing to change who he is, and is comfortable in his nice-smelling skin,” Gordon said.
The wolves in the hero spot, by the way, were real. There were two on set, with one being a better actor than the other, according to the brand. Creatives reproduced that wolf’s image to make it look like a pack.
“Man, That Feels Good” will air on a wide variety of streaming services like Hulu, Netflix, Prime, Peacock, Disney+, NBC Sports, and others, while digital video will run on YouTube. Paid social posts will appear on Meta, Instagram, and TikTok, along with out-of-home in Los Angeles, Chicago, and New York.