Bulldog Skincare made a telepathic bulldog the face of men's skincare in 'Bank Robbery'

Raise Bulldog's voice in men's skincare and make the category more interesting to men in the UK.

A telepathic bulldog who truly understands men steps in at moments of dire need, with a little skincare advice on the side.

In the TV ad 'Bank Robbery', directed by Gary Freedman of Independent Films, the Telepathic Bulldog interrupts a man named Andy as he prepares to rob a bank on a busy street in broad daylight, using an old camper van. Andy is ill suited to it and has turned to desperate measures to pay for a fast-approaching wedding season, one wedding in Fiji. The ad launched on TV and online on 29 September 2017, with media planned and bought by the7stars.

The source records no results. Bulldog's head of marketing Nick Parker described the dog as a funny, provocative and distinctive way to raise the brand's voice.

In September 2017 Bulldog Skincare for Men launched a new campaign character, the Telepathic Bulldog, in a TV ad called 'Bank Robbery' created by adam&eveDDB. The brand's new ambassador is a truth-saying dog that understands men, helps them in moments of dire need and offers some skincare advice along the way.

In the film, Andy, desperate to finance a run of weddings, tries to rob a bank from a camper van and the dog interrupts him. Nick Parker, Bulldog's head of marketing, said men's skincare is sometimes called a low-interest category, but that there is only 'low interest brands', and the dog is meant to make the category more interesting.

A mind-reading dog turns the brand's promise of understanding men into a visible character.

A bank robbery gone wrong gives the dog a comic problem to solve before the skincare line lands.

A consistent ambassador gives later ads a recognisable face.

If a category feels low-interest, a character with a voice can make the brand the interesting part of it.

The LBB report, written at launch, records no later outcome.