President of Wild Willie’s beard oil defends ‘panty dropper’ ad after

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A men’s grooming company, Wild Willies, has angered uptight critics with its fun, playful “panty dropper” ad.

The three-minute ad tells the story of a man whose facial hair becomes so impressive from using Wild Willies’ beard oil that it makes women’s underwear — their panties — drop to the floor.

Watch the ad below:

(Video Credit: Wild Willies)

Launched in May, the ad has since been removed from television stations because some viewers “got their knickers in a twist” and demanded it be removed because it’s “vulgar and perverse,” Wild Willies president Steve Capitani told the Daily Mail.

“I think some viewers were also being a bit too ‘woke’ about the campaign message,” he added. “Some people did look at the words ‘panty dropper’ being used in the campaign and looked at this as if our products did this, so I could understand the concern.”

“I would say these people are overreacting and they’re getting their knickers in a twist. Our humor is not for everyone just like other people’s humor is not for us,” he concluded.

The ad’s biggest critics were the moms at One Million Moms, a group dedicated to fighting back “against the immorality, violence, vulgarity, and profanity the entertainment media is throwing at your children.”

“Obviously, Wild Willies has deliberately decided to produce controversial advertisements instead of wholesome ones,” a petition on the group’s website reads. “One Million Moms finds this type of ad highly inappropriate.”

“What’s worse, Wild Willies’ advertisements air during primetime when families are most likely to be watching. How damaging and destructive to children! Everyone knows children repeat what they hear. Wild Willies should be more responsible in its marketing decisions,” it continues.

Some complaints have also come from individual viewers.

“Both my son and I have essentially permanent beards. I am 58 and he is 27,” one complaint that Wild Willies received that it later shared with the Daily Mail reads. “We both recently became aware of your product line from a friend who shared your ‘panty dropping’ ad.”

“We both watched it and agreed it is not clever, cute, or humorous. It is in many ways sad and arguably perverse and certainly gratuitous if your product is as effective as you claim. Some in advertising believe any publicity, even bad publicity, is an effective way to gain attention and possible customers,” it continues.

Despite these complaints, the ad has performed extremely well on YouTube, where it’s received over two million views and 10,000 likes, in addition to a flurry of supportive comments.

“I absolutely abhor commercials but this one was so funny, I had to search for it specifically just to watch it again,” one comment reads. “For me, that is very atypical, but the humor is great and the marketing excellent! Well done !- from a commercial hater!”

“I hate commercials except this one. If only all commercial can be this funny,” another comment reads.

According to a profile of Wild Willies published earlier this year in Happi magazine, co-founders Kerry Sebree and Christopher Wilson “began their direct-to-consumer business in 2015 with beard-softening products like oils and butters to tame coarse facial hair.”

Then after about a year, Walmart came calling and the business took off.

“The brand’s best-selling products include Wild Willies Beard Oil, billed as a ‘badass beard elixir’ formulated with 10 natural vitamins and organic essential oils that condition and treat each follicle down to the root,” the magazine notes. “Likewise, its Beard Butter Balm is made with 13 natural ingredients and organic essential oils to reduce irritation and prevent beard dandruff, flaky skin, and itchiness.”

“For consumers who dream of a fuller beard, Wild Willies offers a Beard Boost Serum. Infused with caffeine and biotin to encourage follicle growth, it can be paired with the brand’s Beard Growth Gummies, an ingestible supplement. Wild Willies also sells face wash exfoliators, beard shampoos, and a 2-n-1 Beard Straightener tool that uses ionic technology to ensure men have a dapper look that lasts all day,” according to the magazine.

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V. Saxena is a staff writer with a decade of experience as a professional writer, and a lifetime of experience as an avid news junkie. He holds a degree in computer technology from Purdue University. Saxena also contributes to BizPac Review.