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Bulldog Skincare, the expert in men’s grooming, is marking the launch of its innovative new naturally propelled Spray Deodorants with a TV and digital campaign, made by creative and production agency Be The Fox, to encourage consumers to expect more from their deodorant.

The friendly and reassuring voice of the Bulldog features throughout the creative and explains to viewers that Bulldog’s new Spray Deodorants won’t leave you having to outrun ‘deodorant clouds’ as the products are naturally propelled, with only 1% gas and 99% product, unlike market competitors.

Be The Fox has created a 15” Hero film, set in a gym post-workout, that humorously depicts the well-known scenario of trying to escape an overwhelming deodorant cloud. It is accompanied by two social-first AI films that draw out further benefits of the innovative products that will be shown on digital platforms and two animations that delve into the science - ‘Made Differently’ and ‘Blown Away’. The products, now available in stores nationwide, will be supported by the creative campaign, which will appear on digital platforms (including Meta, TikTok and YouTube) in the UK and VOD in France.

Adam Wilkie, global brand manager for Bulldog Skincare said, "We're thrilled to introduce these new products, providing men with refreshing, long-lasting deodorants that eliminate the hassle of traditional sprays. This new campaign perfectly communicates the distinctive features of our new deodorants while capturing the no-nonsense, relatable feel of our brand. I can’t wait to see it live.”

Megan Price, executive producer and co-founder of Be The Fox commented, “The creative reiterates that 'Bulldog Understand Men', dramatising a common problem in a way that is funny and relatable, and quickly showcasing how the new product will resolve this daily challenge. Our creative isn’t based on showing half naked, model-like men, it’s about showing the benefits of the product to the man in the street.”