• June 15, 2007

Philips Norelco is unleashing a sequel to its viral sensation--the Bodygroom video that promised men who groomed an "extra optical inch." Its new mockumentary is based on the early history of "manscaping," as modeled by some furry 1950s Coney Island guys.

Narrated by "Follicle" Phil Fontana, it tells the story of a character named Sack, who invented an unfortunate device known as the Tuft B-Gone. Hairy guys sprinted through the machine, and "after the scabs fell off," Phil says, "we'd grab a broad and a cold beer and call it a day."

Ads for the new video will appear online, especially on social networking sites.

When it launched its outrageous Bodygroom advertising last year (how many ads manage to rhyme "modem" with "scrotum"?) Philips Norelco created a brand new product category. And the company's shaveeverywhere.com attracted 2.2 million visitors in 2006, following its May introduction.

-- Sarah Mahoney