Below the Belt

“Your balls are safe in our hands,” promises start-up brand Below the Belt Grooming in the first TV commercial for its range of male hygiene products.

Airing from 26 March across the Made TV digital network, the advert focuses on Fresh & Dry Balls after-shower gel (rsp: £6.95) to tell the story of how men’s undercarriages have long been subjected to hot and uncomfortable conditions.

The 30-second ad will also be used across the Below the Belt’s social platforms and will roll out across other TV stations in the autumn.

The Below the Belt Grooming range – which soft-launched 20 months ago – also includes Sports Lubricant (rsp: 9.95) to prevent chafing and Waterless Shower (rsp: £6.95) for all-over cleanliness. All products are available via Amazon and in branches of Evans Cycles and Halfords.