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Baseball, Grooming Team Up In Wahl Campaign

Wahl is getting “real.” For its latest advertising campaign, the men’s grooming tools producer turned cameras on the LumberKings, a minor league baseball team from Clinton, IA, to demonstrate how everyday guys living the American dream get ready to take on the day.

The company slated the new spots to debut this month. 

The documentary-style ad campaign promotes Wahl’s new lithium ion grooming tools, emphasizing how they provide the endurance and power guys need even for life on the road and in the locker room. The campaign also celebrates American values, which Wahl, an international company that still produces products in Sterling, IL, has in common with a team representing America’s pastime in America’s Heartland, the company asserted.

Wahl’s advertising agency, HY Connect, had videographers follow the LumberKings before, during and after games, at home and on the road. The resulting advertising campaign paints a dramatically different picture of what is often referred to as the morning routine, Wahl maintained.

The ads include 15- and 30-second television spots Wahl plans to run nationally through the summer on male-targeted networks such as ESPN, SPIKE and Comedy Central, it stated. Each ad ends with the line: “Follow the journey at” The website includes longer-form videos that provide viewers with a more complete picture of LumberKings and their journey, Wahl related, noting that it would add new videos throughout the summer.

“Minor league baseball is about hard work and dedication— the same things Wahl represents and has represented for nearly 100 years,” said Wahl marketing director Steve Yde. “While other men’s grooming campaigns out there focus on the glory, ours is about the journey, and the preparation that comes with it.”