Bulldog Skincare to subvert male grooming clichés in global campaign

Tim Green

Shirtless models, delicate face splashes and ‘science bit’ tropes are the target of a humorous new Bulldog Skincare push.

The skincare brand has unveiled a new global campaign that pokes fun at male grooming category clichés by dramatising the moment men come across new products in a mate’s bathroom. The films are narrated by the company's telepathic bulldog ambassador.

The campaign, created by agency Be The Fox, will initially go live across the UK on VOD, OOH, and digital platforms, before launching in multiple markets across Europe and North America.

“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.”