Bulldog's first ad cast awkward elves to laugh at man-to-man gifting

A Christmas launch for a men's skincare brand that celebrates the reality of male behaviour — starting with the fact that men are uncomfortable sharing gifts.

A cringingly comical male elf breaks the mould by giving his male best elf friend a human-sized Bulldog skincare gift.

'Awkward Elves', directed by Tim Godsall (OPC/Somesuch) with Framestore VFX, launched online on 25 November 2016 and on television on 1 December.

No results reported; the campaign marked Bulldog's first Christmas advertising and its positioning that 'Bulldog has always done things a little differently'.

LBB reported on 2016-11-25 that Bulldog Skincare For Men was taking its first big step into advertising with a Christmas campaign by adam&eveDDB. Taking a stand against the unrealistic ideals of masculinity other skincare brands perpetuate, Bulldog chose to celebrate the reality of male behaviour — with 'proof that men are uncomfortable when it comes to sharing Christmas gifts'.

'Awkward Elves' revels in the uncomfortable reality of man-to-man gifting during the festive season. Directed by Tim Godsall of OPC and Somesuch, it is the cringingly comical story of a male elf breaking the mould to give his male best elf friend a human-sized Bulldog skincare gift.

Founder Simon Duffy said Bulldog 'has always done things a little differently', challenging skincare norms 'with a simpler, more playful and honest approach that comes from a developed understanding of male behaviour'. The film launched online on 25 November 2016 and on television on 1 December.

A first-ever TV campaign needed a wedge no skincare competitor owned: the comedy of men genuinely not knowing how to give gifts.

Anti-gloss positioning — awkward elves instead of chiselled models — dramatised Bulldog's honest, male-specific brand promise.

Christmas gave a men's skincare brand its most natural gift moment, and the one time men are forced into skincare anyway.

Enter a category by naming the behaviour everyone recognises but no one says — awkwardness sells honesty better than aspiration.

As of the November 2016 report, 'Awkward Elves' was live online and heading to television on 1 December as Bulldog's first advertising campaign.