BBH USA’s humour, a blatant sexual pun and the online popularity of Alix Earle (7.4m followers) coalesce to create Hawaiian Tropic’s “largest creative campaign in the history of the brand” (according to Veronique Mura, SVP & GM at Edgewell Personal Care.)

In the 60-second hero spot directed by Aerin Moreno, Earle introduces her audience to Tana Sutra, a play on the Kama Sutra designed not to give you great sex but to give you a great tan. The unorthodox tanning positions show off Earle’s body in a way that is sure to attract a lot of attention (probably some of it in the form of complaints). There are five different “tan-tric” tanning positions – The Flip Flop, The Hibiscus Hottie, The Selfie Stretch, The Sunshine Snooze and The Miami Mist.

The campaign’s stated intention is to “celebrate the goodness of the sun and Hawaiian Tropic’s vibrant heritage as the brand which has been inspiring people to unleash their more fun, sexier selves since 1969.” The full campaign will cover streaming, digital, social and out-of-home, supported by influencer partnerships, custom mailer deliveries, experiential moments, and a limited-edition release of the brand’s illustrated Tana Sutra guidebook.