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While Old Spice was working on launching their new line of beard-grooming products, they came across a branded-barbershop-quartet–shaped void on the internet. They knew the only way to fill this void was to hire a bearded barbershop quartet to sing answers to questions that guys on Twitter had about beards. So, on September 25, that’s exactly what they did. Void filled!

Hundreds of questions were asked, songs were written, and 36 were recorded. Here are some:

Creative Directors: Matt Sorrell / Ashley Davis Marshall

Designer/Art Director: Curtis Pachunka

Art Director: Kyle Chin

Quartet: The Signatures