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Daisy Maskell joins Channel 4 and Philips OneBlade’ social first content Underground: Shave Club to explore ‘the new craze’ sweeping the UK


Channel 4 Sales, a leading social content partner for brands, is teaming up with technology giant, Philips OneBlade to create brand new social-first content, Underground: Shave Club.

Live now on Channel 4’s YouTube channel and its whole social portfolio, including TikTok from 26 June, Underground: Shave Club will be presented by Daisy Maskell, known for the Broadcast digital nominated Virginity for Sale and multiple episodes of UNTOLD.

This mockumentary will investigate the ‘latest illicit craze’ in the world of shaving competitions with Philips OneBlade at its centre. Throughout the episode, Daisy will interrogate the motivations of the hirsute competitors who take turns trimming, edging and shaving each other. Investigating the growth of this underground trend sweeping the nation with footage of manscaping battles and interviews with opponents about to take to the chair…

The series was produced by Untold Studios, the company behind Gregg Wallace: The British Miracle Meat, and Trainspotting with Francis Bourgeois as it once again works with Channel 4 on this cheeky, comedic concept, alongside media agency OMD. The digital content was commissioned by digital commissioner Charlie Hyland.

Rupinder Downie, Sponsorship & Commercial Partnerships Leader at Channel 4 Sales said: Underground: Shave Club showcases how Channel 4 Sales offers brands unique opportunities to help them stand out. It has been great fun to work with Philips, Untold Studios and OMD to see if we can bait the public into believing that this is the latest underground hair craze.”

Fiona Atkins, Category Marketing manager for Philips OneBlade UK&I said: “At Philips we wanted to showcase Philips OneBlade in a new and exciting format to reach new audiences to engage them on the versatility of OneBlade to Trim, Edge and Shave on Face and Body.  Channel 4, OMD and Untold have exceeded our expectations on this creative, with a truly unique concept and content mastering the balance of showcasing the styles and versatility achieved with OneBlade in a very different way.”

Daisy Maskell added: “It was such a pleasure to work with Channel 4 and Untold Studios on this campaign. The team came up with such a smart and creative way of showcasing the brand and I’m excited to see what the audience makes of it!”

Charlie Hyland, Digital Commissioner at Channel 4 said: “This is the sort of show only Channel 4 digital could have put out and really lives and breathes the ‘Altogether Different’ ethos of Channel 4. I couldn’t be prouder of the Untold team who brought such creativity and innovation to the project. Casting Daisy was genius, and I couldn’t imagine anyone exploring this world as brilliantly as she did “

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