Pouty supermodel No. 1 says she likes a man with a little hair on his chest, “but definitely not on his back.”
Pouty supermodel No. 2 likes a man with a smooth stomach “to show off his six-pack,” according to the unidentified narrator who apparently speaks for her. She winks in agreement.
And pouty supermodel No. 3 says she prefers a man without any hair at all. She doesn’t think that’s weird? Narrator Dude asks. “I don’t,” she confirms, with a purr.
Gillette, the razor giant, wants men to take it all, or at least much of it, off. In an ad campaign featuring ubiquitous blond babe Kate Upton (she’s pouty supermodel No. 1), the company touts its ProGlide Styler as the device for the full-body treatment.
What’s remarkable about the Upton TV commercial is not just its basic message — guys, you should be shaving down there — but who’s delivering the message. In the spot, set amid a pool party that suggests the last days of ancient Rome, women are set up as the arbiters of what it means to be manly, a role women rarely play in TV commercials. In this case, the women want what men demanded of women long ago — that they become hairless.