Speedo is one of those few brands whose very name can inspire scorn and ridicule—synonymous as it is with briefs-style men’s bathing suits. (Side note, remember when Donny Deutsch fired someone for emailing around photos of him in a Speedo? Classic.)

Now, Speedo is wisely leaning into its own notoriety with a global campaign called “Go Full Speedo.” Created by Mirimar, it slyly recognizes Speedo wearers’ effect on people—there are lots of double takes in the hero spot above—and recasts it as a point of pride. (There are also plenty of people in other Speedo styles in the spot.)

“Go Full Speedo” is “a rallying cry for swimmers worldwide” and “a mindset that represents total commitment in and out of the water,” the brand says.

This is a smart approach, operating on the truth that you can’t ignore how people perceive your brand—good or bad—and that you can turn a negative into a positive with a little shift of perspective. The objective is to reclaim the Aussie brand’s heritage and status as a global icon.

Launched in an Olympic year, the spot—directed by Scottie Cameron and featuring an original song by the Beefs—stars “Stranger Things” actor and Aussie icon Dacre Montgomery, Californian skateboarding legend Peggy Oki, and the stars of the TV show “Bondi Rescue.”

“‘Go Full Speedo’ embodies the indomitable spirit that resides within us all—an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level,” said Simon Breckon, senoir VP of Speedo International. “We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners.”

Ads will run in the U.S., U.K., Germany, France and Australia, with a focus on paid online video, influencer channels such as Meta and TikTok and athlete-owned social channels.

“Growing up in Bondi before moving to the U.S., Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented,” said Luke McKelvey, co-founder of Mirimar. “We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record.”

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