WAHL Partners with Kyle Chalmers
- W Sports & Media
- Jan 2, 2022
- 1 min read
Olympic superstar, Kyle Chalmers teamed up with American premium grooming brand, Wahl, to promote Wahl’s Waterproof Stainless Steel Trimmer.
As part of the announcement, Wahl launched a new TV commercial featuring Kyle and his ‘mental strength coach’, Kerry Labouf, played by stand-up comic Dave Eastgate, to promote the Wahl Waterproof Stainless Steel Trimmer.
This campaign focuses on Chalmers’ silver medal performance at the Tokyo 2020 Olympic Games, where he finished 0.06 seconds behind first.
The campaign was created as Olympic swimmers are well known for being well-groomed and Wahl wanted to turn the close result into a comedic story.
The response has been overwhelmingly positive with complimentary feedback recorded through Wahl's and Kyle's social feeds. The TV commercial launched on mainstream media in December 2021 during the Big Bash and Ashes test series coverage on free-to-air TV.
The collaboration between Kyle Chalmers and Wahl raises intriguing questions about branding in sports. By incorporating humor and a relatable narrative from the Olympics, Wahl aims to connect with audiences beyond traditional marketing. However, this strategy can also risk trivializing athletic achievements, akin to how The Pokies often reduce complex experiences to mere entertainment. It's a fine line to tread.
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