Australian Sunscreen Brand Pivots From Cinematic to Product-First Ads
Australian SPF brand Slather pivots from cinematic storytelling to product-first infomercial format with comedy talent, targeting high skin cancer risk market.
Australian SPF brand Slather has released its second campaign with Melbourne agency SICKDOGWOLFMAN, featuring six comedy performers and graphic special effects to promote sun protection. The campaign, which launched this month, marks a shift from the brand's cinematic debut toward product-focused infomercial content.
Comedy Talent and Production Details Drive New Direction
The campaign features Australian comedy performers Ben Russell, Matt Jenner, Josh Garlepp, James Collopy, Honor Wolff, and Aaron Zhou in an "Aussie infomercial" format. Matt Jenner leads the spot with a peeled-back skin effect created by Sharp FX, demonstrating sun damage consequences.
Directors Will Suen and Sejon Im from production company Haven't You Done Well led the creative execution. The production team included producer Louise Todd-Smith, executive producers Georgia Mappin and Tom Rickard, and cinematographer Nyssa Mitchell.
"We launched Slather with a more cinematic piece that really established 'the sun' character and 'the sun is not your friend' positioning," said Jess Wheeler, creative director at SICKDOGWOLFMAN and co-founder of Slather SPF. "This time around, we wanted to shift more attention on the product itself. We thought we'd make a good old Aussie infomercial. Just with the sun BBQing a man on a spit."
Brand Positioning Targets High-Risk Market
SICKDOGWOLFMAN created Slather as a locally owned SPF 50+ brand, which recently completed its first year in market. The brand positions "the sun" as a villain targeting Australian consumers in a country that ranks number one globally for skin cancer rates.
Mission Media
The campaign maintains Slather's core messaging while adopting entertainment-first content over traditional fear-based health warnings. This approach uses humor and graphic effects to communicate sun protection messages to younger audiences.
The infomercial format represents a strategic evolution from the brand's initial launch campaign, which established brand identity through cinematic storytelling. The new direction emphasizes product benefits while maintaining attention-grabbing creative execution.
Production Team Delivers Technical Execution
Special effects makeup artist Anne Swoboda at SharpFX handled the practical effects for the peeled skin visuals. Daniel Witt at Mood Lab completed color grading, while Rodney Lowe at Production Alley managed sound mixing.
The campaign demonstrates how health product brands are adapting creative approaches in saturated categories, particularly when targeting demographics that respond to entertainment content over traditional health warnings.
Slather's approach reflects broader shifts in health and wellness marketing, where brands balance educational messaging with engaging creative that cuts through digital content. The brand's continued partnership with SICKDOGWOLFMAN shows commitment to distinctive creative positioning in the Australian sun care market.
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