Love Our Work: Scot van den Driesen and Marrianne Little on SDWM’s Slather
Fear is a powerful tool in advertising — when used right, it sticks with you long after the screen goes dark.
In a category often dominated by safe, predictable messaging, the launch campaign for new Australian SPF brand Slather dares to be different.
Launched by SICKDOGWOLFMAN, the campaign is bold, subversive, and decidedly not for everyone. Leaning into an off-beat, horror-esque style, it delivers a fresh, fearless take that refuses to go unnoticed.
For creative directors Scot van den Driesen and Marrianne Little, that’s exactly what makes it so compelling.
In this instalment of Love Our Work, they break down why Slather’s unapologetically brave approach stands out, how it subverts expectations, and why not every great ad needs to play it safe.
LBB> What do you love about this work?
Scott> There are so many things I love about this, and a lot of that stems from the fact not everyone will love it. It’s ironic that in an age where the algorithm rewards controversy, most advertising actively avoids being polarising.
Sure, this won’t be everyone’s cup of tea, but then again, I doubt it’s meant to be, as it’s clearly aimed at guys, most likely young guys, who feel like they’re too tough to whack on some 50+, or just want that tanned six pack for the ‘gram.
From the name to the packaging design to the launch spot itself, there’s no subtlety about this. And neither should there be because young Aussie blokes are anything but subtle. It’s not shocking for shock’s sake, though.
Overall, it’s an incredibly fresh take on the category. Historically, sunscreen has been positioned solely as skin care, and subsequently, that has seen it lumped with all the usual cosmetic category tropes when the simple fact is the Aussie sun is one hell of a creepy bastard that burns the living shit out of you in no time at all.
Marrianne> It’s the antithesis of every sunscreen ad ever written. From the brand name, Slather, to the creation of mankind’s scorchingly evil nemesis – think the Teletubbies and Lucifer having a lovechild.
The campaign doesn't waste time trying to coax Aussie blokes into submission with stats.
Instead, it reimagines the seductive warmth of the sun on your skin as a kind of creepy uncle that can’t be trusted and Slather as self-preservation.
Making men – especially tradies – think, “yeah, nah, don't want my skin to look like I’ve been holidaying in Hiroshima, better slap some of the good stuff on.”
LBB> Is it in line with work that usually grabs your attention?
Scott> Absolutely. It’s one thing to have a great insight, another to tell it well, and an even greater challenge to have that truth well told actually noticed. Going for an off-beat, horror-esque style might be in my hitting zone, so I could be biased, but the fact the team didn’t shy away from a bit of shock and gore at the penultimate moment in the spot makes it all the more memorable for me.
I’m getting Liquid Death vibes from this campaign already, which is a great space to be playing in and one that not many Australian brands seem to be going near.
That’s a long way of saying it’s the best use of sizzling human flesh I’ve ever seen in an ad.
Marrianne> Definitely. This brave and brilliant brand speaks to Aussie blokes in their native tongue: brutal honesty wrapped in a laugh. It treats them like humans instead of marketing personas.
The campaign punches you in the face with humour while picking your pocket with an important message.
LBB> What does it do for the brand, the category, the agency, and/or our industry?
Scott> The campaign is a fresh take on the category, and as such, if it means more young guys don't get skin cancer, then the job is done. However, there's a bigger story here that goes beyond the campaign and brand itself.
In an industry with ever-shrinking budgets, I suspect independent agencies who create revenue streams for themselves are going to have a far better chance of being around in the next five to ten years than agencies who solely rely on clients to pay the bills.
So hats off to SDWM for having the courage to not sell this idea to an established sunscreen brand, but to instead create a brand that's all theirs.
Marrianne> For the brand: It nukes through the clutter generating instant recognition with a character that's equal parts hilarious and terrifying.
For the category: It finally acknowledges that most Aussie men would rather get a root canal than apply "product" to their face and work with that reality instead of against it. It speaks directly to the people who need sunscreen most but use it least – without wagging the finger.
For the agency: It shows us that the best creative strategies don’t make your product the hero. They make the consumer the hero. And if the story allows, one that prevails over a villain.
For our industry: Australians hate being told what to do. This campaign is advertising the equivalent of hiding vegetables in a meat pie. Reminding us that even the most serious messages can benefit from not taking themselves too seriously.
