The Philips Norelco electric razor brand is stepping into the AXE zone with the new provocative campaign entitled “I’d FAQ me.” Focusing on men’s shaving, grooming and styling, the promotion euphemistically uses the FAQ abbreviation in a sense of the curse verb that sounds the same way. The idea behind the push is that Philips Norelco helps guys become extremely attractive (as well as a bit narcissistic) and build their manly confidence.

The campaign, developed by Ogilvy & Mather New York, includes two spots “I’d Beach Me” and “I’d Date Me,” in which bearded guys start to trim hair up and down their bodies in front of the bathroom mirror using Philips Norelco. During the process, after each touch of the razor, they comment on how attractive they are becoming, adding some suggestions on what they would do to themselves if they were a lady. One of the guys confesses that he would be just charmed with himself, “I’d wink at me. I’d pop a bottle with me. I would share a shawarma with me. I’d snuggle up with me. I’d invite me up to watch a movie. I’d have a wine with me. I’d FAQ me,” he states. The abbreviated word is uttered silently and the guy’s lips are pixelated as he pronounces the three letters.

The dedicated site gives the narration a more informative twist. It allows users to scroll down, exploring a guy’s body, including his most intimate parts, which are disguised with pixels—the site starts with his head and ends with his feet on a bathroom mat. Each “chapter” of this story highlights the product’s benefits detailed with descriptions and answers to the most commonly posed questions. The FAQ word can be spotted here and there on the platform—with the F-word meaning, of course.

“We had an assignment to both showcase a new product launch as well as convince guys that the electric category would be worth considering. So what’s the most recognizable fact-delivery convention online? Obviously, that’d be an FAQ—but through the lens of our campaign, of course. Which meant less body copy and more body shots,” commented Ogilvy creative director Zach Korman to Adweek.

Philips Norelco’s rival Gillette has also launched a trimming-themed “What Women Want?” campaign in the USA, putting female in the spotlight and focusing on their preferences of the men’s body hair styles.