The Stand-In

Agency: Innocean Berlin


MANSCAPED launches a new ad for its Beard Hedger with not one but two Pete Davidson.

The latest of the MANSCAPED ads featuring Pete Davidson is out, and this time it features the newest product: The Beard Hedger.

The commercial titled “The Stand-In”, conceptualized by creative agency INNOCEAN Berlin, introduces the premium beard sculpting machine that’s got enough power and precision to craft your style in a single swipe. In pure MANSCAPED humor, it does so by promising to handle everything from great beards to beards like Pete Davidson.

“Pete Davidson is known for many things, but growing a full bushy beard isn’t one of them,” said Marcelo Kertész, Chief Marketing Officer of MANSCAPED. “So, with Pete lacking a bit in the facial hair department, we took a uniquely playful approach, creating a spot rife with authenticity and irony for The Beard Hedger – our latest and most exciting product launch to date.”

The spot kicks off with Davidson presenting the Beard Hedger. Then as a self-proclaimed “I can’t grow a full beard” kind of man, he enlists the help of another man, also named Pete Davidson, who’s got the kind of magnificent beard every man envies. A smart move from the comedian, 29, until he realizes his stand-in now gets to enjoy the perks of being the actual face of MANSCAPED on set that day.

As the bearded stand-in takes the stage, Pete is asked to leave as only “talent” is allowed on set. Fake Pete tries his hand at comedy with his baritone voice and is met with applause and laughter by the surrounding director and team.

Real Pete isn’t amused by the joke and jumps back on set, advising his stand-in to not try to be funny and to just “let the beard do the talking”. It’s a beard commercial after all.

This professional campaign titled 'The Stand-In' was published in United States in February, 2023. It was created for the brand: Manscaped, by ad agency: Innocean Berlin. This Film medium campaign is related to the Personal Accessories industry and contains 1 media asset. It was submitted about 1 year ago.


This production came to life on behalf of the team at MANSCAPED: Marcelo Kertész (Chief Marketing Officer), Henry Arlander (VP of Integrated Creative), Keith Cecere (Executive Producer), Charlie Wolff (Executive Creative Director), and Jessica Carlson (Director, Global Marketing) in collaboration with writer/comedian Dave Sirus. Contributing partners included creative agency INNOCEAN Berlin: Jonathan Hill (Chief Operating Officer), Gabriel Mattar (European Chief Creative Officer), Ricardo Wolff (Executive Creative Director), Jack Christinsen (Creative Director), Noha Fahmy (Senior Copywriter), Mark Preston (Business Director), Ismail Cobanoglu (Jr. Account Manager), as well as production company Lathien Pictures, director Judah Miller, and photographer Willie Petersen.

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