Office:
New York
Client:
Brawny
Campaign:
Summon The Strongest
A legendary icon gets the reboot he deserves.
The Brawny Man is one of the most iconic mascots of advertising — a symbol of strength in homes for decades. But the messes of the world have gotten even tricker, and so Brawny introduced a revolutionary, upgraded 3-ply product... the first of its kind in the market. To get attention for this big moment, we reimagined the iconic Brawny Man, now larger than ever (in both size and personality), fully integrated into today’s world, and ready to come to the rescue with 3-ply whenever a colossal mess is made.
More personality. More relevance. More charmingly capable.
We found our 6’7” new Brawny Man star &emdash; part mountain, part teddy bear — to step into the flannel and bring the Brawny Man to life. Big, bold, and low-key hilarious. Plus a well-moisturized beard.
A campaign that cleaned up — on TikTok, TV, and your sticky kitchen table.
We gave the Brawny Man personality—and a platform. In TV, he doesn’t just save the day. He shows up when you need him most, even if that time is a bit embarrassing. Just don’t ask him to fist pump you.
Built and shot for digital.
Our new Brawny Man was fun and flexible, helping us make dozens of assets in a series of single day shoots. Great improv and low production hurdles allowed Brawny to explore the little known personality of this iconic mascot, play with trends, and insert the brand into culture with key influencers. And of course, we brought it to life in paid digital, too.