• by Karl Greenberg , December 3, 2008

Philips Norelco is looking for comedy writers, as it extends the humorous campaign it launched in 2007 to tout its Bodygroom shavers.

The company is supporting the launch of its Bodygroom BG2030 electric shaver with a national promotion that lets consumers submit scripts about the slings and arrows of outrageous shaving of body areas south of the clavicles.

The new $50 shaver hit store shelves in September, and at Amazon.com, Drugstore.com and Target.com.

The company is teaming with FunnyorDie.com, wherein two winners will have their scripts produced and posted to ShaveEverywhere.com.

Men submit their stories to www.ShaveEverywhere.com, which has a section called "Body Groomers Bare All," where applicants can read templates by FunnyorDie scribes.

Visitors will determine 10 finalists by popular vote. FunnyorDie.com writers will select the winner. The grand prize is an all-expenses-paid trip to New York City, where the script will be produced. The runner-up will get Philips consumer electronics and personal care products.

Both winning videos will become a part of the new "Bodygroom Manalogues" series, a set of video shorts on ShaveEverywhere.com.

The company says the site will be refreshed with new submissions every week or two. Consumer voting for the 10 finalists will take place from Jan. 19 through Feb. 13. The grand prize is to be chosen on March 6.

Philips Norelco--whose main competitor is Procter & Gamble unit Gillette--started pitching its shavers for use beyond men's faces in 2006 with a $1 million campaign via Tribal DDB that launched ShaveEverywhere.com with viral Web videos showing a guy in a white robe making references to nether regions and using objects such as fruit to demonstrate how the Bodygroom can create an "optical inch."

In addition to the Web campaign, the company had interactive panels in bathrooms in major markets like Los Angeles and New York, wild postings and PR.