Former Aussie rugby star Nick Cummins, actor Alan Ritchson and British UFC fighter Paddy Pimblett star in the latest tongue-in-cheek campaign by men’s grooming company Dr. Squatch.
Set in the fictional island of ‘Manlandia’, the series of ads depicts men being their “natural manly selves”.
Cummins, nicknamed the Honey Badger, is part of an ensemble of talent in the hero ad. In the spot, he remarks that “I can to anything I want” riding a motorcycle with a BBQ attached to it. (see image above)
Ritchson, the star of Reacher and the lead actor in the ad, responds, “Yes, you man… because there are many ways to man, but only one way to smell like one,” he said.
Dr. Squatch has become famous for producing viral and humours ads, starring celebrities including Sydney Sweeney and Mike Tyson.
John Ludeke, senior vice president of global marketing at Dr. Squatch told B&T that the aim of the ad is to “do something that makes guys feel comfortable to just be their natural manly selves”.
“We’ve been doing a lot of work with men around the world, not just in the US, but in Australia and the UK and Canada and other parts of Western Europe,” he said. “What we’ve identified is that there’s actually a bit of a malaise amongst guys more broadly. For men in general depression rates are increasing, male suicides at an all time high and a lot of guys just feel like they’ve kind of been left behind.
“So what we’ve been focusing on is how can we do something that really helps to support this idea of positive masculinity, and do it in a way that feels authentic to the Dr. Squatch brand.
“We hope this is going to be a rallying cry for guys to feel confident and inspired and empowered to live happier, healthier lives.”
Dr. Squatch has previously worked with Cummins on a campaign to launch Dr. Squatch in this market. Ludeke told B&T that Cummins was an ideal partner who shares a similar belief to inspire and educate men to be happier and healthier.
Lightweight UFC star Paddy ‘The Baddy’ Pimblett stars in different an iteration of the ad on social media, promoting Dr. Squatch’s deodorant.
The Liverpudlian urges men to “get serious about your stank” and “toss stank and moisture out of the ring for good”.
