Channel 4 Sales, a prominent social content partner for brands, has joined forces with technology giant Philips OneBlade to create groundbreaking social-first content: Underground: Shave Club. The mockumentary series, now live on Channel 4’s YouTube channel and across its social platforms (including TikTok), delves into the world of shaving competitions, with Philips OneBlade taking centre stage.
Hosted by Daisy Maskell, known for her work on Virginity for Sale and UNTOLD, Underground: Shave Club explores the motivations of hirsute competitors who engage in trimming, edging, and shaving battles. The show investigates the underground trend sweeping the nation, capturing footage of manscaping duels and featuring interviews with opponents poised to take their turn in the chair.
Untold Studios, the production company behind hits like Gregg Wallace: The British Miracle Meat and Trainspotting, collaborates once again with Channel 4 on this cheeky, comedic concept. Media agency OMD is also part of the creative team. The digital content was commissioned by Charlie Hyland, Channel 4’s digital commissioner.
Rupinder Downie, Sponsorship & Commercial Partnerships Leader at Channel 4 Sales, emphasised how Underground: Shave Club showcases the network’s ability to offer brands unique opportunities. She playfully hints at baiting the public into believing that this is the latest underground hair craze.
Fiona Atkins, Category Marketing Manager for Philips OneBlade UK&I, expressed excitement about the unique format used to engage new audiences. The show masterfully balances showcasing OneBlade’s versatility for trimming, edging, and shaving on both face and body.
Daisy Maskell herself praised the smart and creative approach taken by Channel 4 and Untold Studios in showcasing the brand. Meanwhile, Charlie Hyland, Digital Commissioner at Channel 4, lauded the project’s embodiment of the network’s ‘Altogether Different’ ethos and the brilliant casting of Daisy.
Underground: Shave Club promises to be a must-watch for those intrigued by the latest grooming trends and the competitive world of shaving.
