The video from Gillette, the men’s razor brand, shows a young man and woman in a forest. “Trees look taller when there’s no underbrush,” says the voiceover, knowingly, in an instructional sequence on “how to shave your groin”.

The online item, which thankfully uses a pixellated cartoon figure, not a live actor, is part of a series on the brand’s US website. Separate sections address the challenges and supposed benefits of shaving the chest, the armpits and the back (“you may need an extra pair of hands”).