Men’s skincare brand Bulldog has unveiled a new global campaign titled ‘Discovery’, which aims to subvert male grooming category clichés through humour.
Created by the newly appointed female-founded agency Be The Fox, the campaign encourages men to care for their skin by dramatising the moment they come across new products in a friend’s bathroom.
During the 20-second spot, a telepathic straight-talking bulldog encourages a person escaping a party to moisturise with Bulldog’s moisturiser product. According to the brand, the campaign avoids complex skincare jargon, male marketing cliches, shirtless models, delicate face splashes and ‘science bit’ tropes.
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“Men welcome recommendations on what phone to buy or what series to stream, but a 5-minute chat about skincare is often unknown territory for many,” Bulldog Skincare general manager James Barnes said. “At Bulldog, we have always believed that skincare shouldn’t be complicated, nor should finding the right products be a daunting task. That’s why we want to demonstrate just how easy it can be for men to discover quality products that are purpose built for them.”
The campaign will roll out via video-on-demand (VOD), out-of-home (OOH), and digital platforms.
Be The Fox executive producer Megan Price added: “We wanted the creative to speak to you as a friend would. There is not one chiselled jawline in sight or a bellowing voiceover with a hard sell. Bulldog is a friendly, supportive voice that appeals to men who want to take care of their appearance without feeling pressured or judged.”
