Welcome (men) to Manlandia, the place where men can be manly again. Dr. Squatch, the brand that recently sold soap made with Sydney Sweeney’s bath water, has become an unapologetic champion of dude-ness.

The tongue-in-cheek idea is that in Manlandia you can be a gritty as a man can be but also take care of how you smell and feel. In this world ruled by the rallying cry, “Yes, You Man!” men can be and do anything they want (a sausage grill on the back of your motorbike – really?), while using natural products that smell good (for women).

The UK campaign is fronted by British UFC lightweight fighter Paddy ‘The Baddy’ Pimblett, known for his explosive fighting style, outspoken personality and signature post-fight meals, who shows that there are many ways to “man” – but only one way to small like one. That’s with Dr. Squatch’s naturally sented hygiene products. To resonate globally, the Manlandia campaign taps into talent from around the world, featuring rugby legend, Nick Cummins, in Australia and actor, Alan Ritchson, in North America.

The campaign will include OOH in the UK (London and Manchester), plus video content on Amazon Prime, YouTube, and Sky Sports, and digital activations on TikTok and Meta, extending across YouTube and social in the US and Canada.