The campaign introduces to consumers in Singapore 14 new products in the hair care, hair colour, face and body care lines.
Mandom Singapore president Tatsuya Arichi said that the aim of the current marketing campaign was to reposition Gatsby as a high-quality, Japanese-made brand specialising in a full range of affordable and trendy toiletries.
The target audience is male and aged between 15 to 29 years old.
"Previously, the public perceived the brand to be a low-end mass-market brand, as the majority of Gatsby products imported were mass-produced in Indonesia," said Arichi."
"However, over the past few years, due to greater awareness and a growing need for trendy and superior quality toiletries, as well as increased purchasing power of consumers, we have progressively brought in the higher-end products (from the Mandom range), developed and produced in Japan, to fulfil local market demands."
Arichi said Mandom is aiming to make Gatsby the number one men's grooming brand in Singapore.
A unique feature of the campaign is the use of off-beat humour.
Said Arichi: "The theme and creatives developed for the campaign are fun, eye-catching, even unconventional, to ensure that we stand out in a highly competitive market and be instantly recognised.
"Gatsby is a high-spirited brand that embodies happiness, being cool and unique. Hence, our creative always aims to capture the audience's attention through a novel and fresh approach."
The campaign was created by Dentsu Kansai Japan.
One of the more memorable television commercials features guys in mohawks, clapping along to a dirge-like version of the children's song 'If you're happy and you know it' - except it is their hair which is doing the clapping, not their hands.
Naturally, the lyrics have been changed to: 'If you're happy and you know it, clap your hair'.
In another TVC, a wacky animated character wearing leopard skin swings from vine to vine in the jungle.
As he passes through the jungle, however, the other creatures faint because the hero has not yet discovered the power of Gatsby deodorant.
Said Arichi: "The marketing of deodorant is conventionally negative and a difficult subject to broach, hence we decided to go with a light-hearted, amusing approach"
The campaign also makes use of Masahiro Motoki, a famous Japanese actor known for his humour and 'cool' image, to play the role of the main character in some of the print ads.