Dirty Talk

A woman and her seven-foot tall polar bear boyfriend get in the mood for love by talking dirty about their shameful ecological indiscretions, in BBH’s first advertising campaign for disruptive cosmetic brand Wild.

Aimed at an audience that wants to choose sustainable products, but is dubious about the efficacy of natural deodorant, BBH set itself a mission of converting sceptics into believers, with a campaign tapping into the Wild brand’s disruptive energy.

In a three-minute hero film, Thorvald, Wild’s polar bear hero, discovers his new girlfriend Sarah has a ‘climate change kink’ when he walks in on her watching a film about melting ice caps and having a moment of self love. He’s taken aback but, having promised not to kink shame, Thorvald indulges Sarah by listening to her struggles about doing the right thing for the planet, from sometimes leaving the tap running while she cleans her teeth, to not rinsing her recycling and even, eating the occasional out-of-season strawberry.

He even gets into it himself, with some single-use plastic-related role play. But Thorvald hits his hard limit when Sarah demands that he spray her with a single-use plastic aerosol deodorant. Repulsed, he breaks it off with Sarah – but not before bearsplaining why she should switch to Wild deodorant, with its natural ingredients, great scents and plastic-free refills, delivered directly to subscribers’ doors.