You’ve received so many solemn messages about your environmental responsibility. This campaign by BBH for Wild deodorants is anything but solemn. The message is. The delivery is wonderfully funny. Mad, sexy…and funny. Three minutes of mock soft porn funny.
It features a woman and the 3.3 metre tall polar bear she met on a dating site. They’re getting ready for love by talking dirty about her shameful environmental indiscretions. She has a climate change kink. In fact, she had started without him by watching a video about melting ice caps. Their foreplay includes her admissions of sometimes leaving the tap running while she cleans her teeth, not rinsing her recycling and eating the occasional out-of-season strawberry. He tempts her with the promise of wrapping himself in single-use plastic. But then she goes too far when she asks him to spray her with a single-use plastic aerosol deodorant.
And that’s when the engaging product demo comes in. Yes, these are possible and you will pay attention. You’ll also find out that Wild is all-natural, comes in great scents and plastic-free refills, and is delivered straight to subscribers’ doors.
Adam Newby, creative director at BBH, explained, “Our Dirty Talk campaign for Wild comes from the truth that we are all trying our best right now in a world that seriously stinks. None of us are perfect – we have all forgotten our tote bag – and that’s OK. We took this very relatable idea and pushed it to its logical conclusion: a kink positive polar bear, some inter-species pollution play and one of those old TV’s from the last day of school.”
Charlie Bowes-Lyon, co-founder and chief marketing officer of Wild Cosmetics, commented, “In a world where there’s plenty to sweat about, Wild hopes to make life a little easier by providing sustainable, highly effective bathroom products that look good and smell good. We’ve already disrupted our category in terms of our product, our service and our mission, and now thanks to our partnership with BBH, we’re disrupting the cookie-cutter advertising that typically goes with it.”
Joy Molan, senior strategist at BBH, added, “When Wild’s competitors are opting for eco worthiness, we decided to disrupt. Our audience’s lives are a lot right now – from climate change to relationship red flags – so we channelled all this anxiety into a wonderfully chaotic spot that pokes fun at our imperfections and celebrates a simple way to do our bit for the planet.”
The campaign launched in the UK on May 31 on TV, YouTube paid advertising and social channels, and will run for 12 months.
Credits
Client: Wild Cosmetics
Advertising Agency: BBH London
Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Creative Director: Adam Newby
Copywriter: Grace Chambers
Art Director: Lucy Johnstone
Senior Strategist: Joy Molan
Account Team: Lexy Fox
Agency Producer: Felicity Cruickshank
Production Company: Black Sheep Studios
Director: Dylan Holmes Williams
