Bulldog's Straight Talking Telepathic Mascot Cuts Through Complex Skincare Cliches
Bulldog, the experts in men’s skincare, have launched a humorous new global campaign that aims to subvert the standard male grooming category clichés. Rooted in 'Discovery' through friends, the campaign, created by newly appointed lead creative agency Be The Fox, encourages men to care for their skin by dramatising the moment they come across new products in a mate’s bathroom - with a surprise ending.
The campaign cuts through by avoiding complex skincare jargon and male marketing cliches, all with the help of their brand ambassador - a straight-talking telepathic bulldog. With a ban on shirtless models, delicate face splashes, and ‘science bit’ tropes, the two 20-second spots portray an alternative and perhaps truer reflection of men and what lives in their bathroom cabinets.
The films showcase witty moments when men try out Bulldog's products for the first time, discovering what works best for them without any hard-sell tactics. The first film entertains with a fun demo at a house party, showing how simple it is to protect and hydrate the skin using Bulldog Original Moisturiser. The second cheekily plays on how hard it is for the leading man to put down the Bulldog Bamboo Razor because of how beautifully crafted it feels in his hand. In both ads, the telepathic bulldog takes on the adviser role, encouraging the men to choose quality products that look after their skin.
“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," said James Barnes, general manager at Bulldog Skincare. "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.”
Megan Price, executive producer at Be The Fox, said, “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.”
The campaign will initially go live across the UK on VOD, OOH, and digital platforms, before launching in multiple markets across Europe and North America. Bulldog Skincare recently appointed female-founded and female-led Creative Content agency Be The Fox to oversee its creative account, taking over from adam&eveDDB.
