I Touch Myself is an attention magnet whether it’s the title of a song or a commercial. Interesting fact: Originally a song about female empowerment and a huge hit by Australian band, The Divinyls, with lead singer, Chrissy Amphlett, it was re-recorded in 2014 as a breast cancer awareness campaign by VML for Cancer Council NSW, honouring Amphlett’s 2012 death from the disease – with singers, Deborah Conway, Connie Mitchell, Little Pattie, Sarah Blasko, Olivia Newton-John, Kate Ceberano and Suze De Marchi.

…and now the provocative song is a campaign for Hawaiian Tropic (and subliminally a skin cancer campaign) by BBH USA. This time the campaign works more in the summer fun genre of advertising, with a must-watch music video and a choreography that aims to be the hottest dance of the summer.

The new work, a love letter to the sun, follows Hawaiian Tropic’s breakthrough, Tana Sutra. It reimagines applying your suncare as a playful, sexy dance routine with moves by global social media personality, Alix Earle, marking her second year collaborating with the brand (and following her incredibly successful season on Dancing with the Stars).

“This campaign combines everything I love – dance, confidence, and not taking yourself too seriously,” Earle stated. “Hawaiian Tropic turned SPF into a whole vibe, and getting to bring that to life through movement was such a dream. It’s fun, it’s flirty, and it’s the kind of energy I want to live in all summer.”

“Hawaiian Tropic is all about helping you feel like your sexiest self before, during and after your time in the sun. Application is usually considered a chore in an already clinical category, so we knew we could bring something fresh, fun and wholly Hawaiian Tropic to the table,” added Veronique Mura, general manager & senior vice president body & skin at Hawaiian Tropic parent, Edgewell Personal Care. “For this campaign, we wanted to lean into a universal language that everyone speaks – dance – to make that process more enjoyable and invite people to bring out their most radiant self.”

The hero commercial was directed by Aerin Moreno, who shot the campaign with Earle last summer.

“With Alix’s personality and love of dance, this year’s campaign is the perfect reminder that applying sunscreen can feel just as good as the glow that follows,” stated Alanna Watson, group creative director at BBH USA. “All while staying true to Hawaiian Tropic’s signature sun-kissed confidence.”

The campaign begins with the release of a full-length music video and high impact social media takeovers, setting the stage for the summer’s hottest dance trend. The launch moment will be amplified across key media channels, including a robust media partnership with Sports Illustrated Swimsuit, plus digital, paid social, influencer partnerships, and influencer seeding. Earle, Blue, and assistant choreographer, Lucas Debiasi, will also be launching a dance tutorial so viewers can recreate the video’s moves and channel their glowiest selves in the sun all summer long.

For the first time ever, Hawaiian Tropic is partnering with Sports Illustrated Swimsuit as the official suncare partner of Sports Illustrated Swimsuit 2026. The collaboration is coming to life with launch week activations surrounding the 2026 Swimsuit Issue and full integration into its annual runway show during Swim Week, one of the hottest events of the summer season. The campaign will also use select talent to extend its campaign to the runway and beyond.