A polar bear talks dirty over climate change in edgy deodorant ad

A seven-foot polar bear and his girlfriend talk dirty over climate change in a hilarious new campaign for direct-to-consumer eco cosmetics brand, Wild Cosmetics. The three-minute film, created by BBH London, starts off with echoes of "Fleabag," with a young woman in bed pleasuring herself and being caught by her boyfriend—only in this case, the "boyfriend" is a massive polar bear. She confesses that she is getting off by watching footage of melting ice caps. "My profile did say that bit about wanting to be with someone who lives on the edge...of extinction," she says. The polar bear then indulges her "climate change kink" as she shares more environmental confessions; she leaves the tap running when cleaning her teeth, drives to work instead of taking public transport and doesn't separate her recycling. However, when she asks him to spray her with an aerosol deodorant, it's too much, and he implores her to stop. He then explains to her (in infomercial fashion) why she should be using Wild's sustainable natural deodorants, which "actually work." The spot, directed by Dylan Holmes Williams at Black Sheep Studios, targets an audience that wants to choose sustainable products, but is dubious about the efficacy of natural deodorant, according to the brand. "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," said Charlie Bowes-Lyon, co-founder and chief marketing officer of Wild Cosmetics, which was founded in 2019, in a statement. “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," said Adam Newby, creative director at BBH. "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 TVs from the last day of school.”

A polar bear talks dirty over climate change in edgy deodorant ad

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