Foxes Wear People in Eos Shave Cream's Unhinged Ads
"These days, I would never leave the house without wearing my human."
A sultry-voiced, anthropomorphic fox drapes a young woman across her (its?) shoulders and narrates a strange, silly :30 for Eos shave cream.
"Humans have always wanted to wear me as a coat," the creature says. "But now that they're using Eos shave cream to get extra soft skin, I thought to myself: What's stopping me from wearing them?"
Sounds like the fox is rocking high heels at one point. Classy! The ad's main human, Margo, looks dead for most of the :30, but she perks up near the end and chirps, "I'm getting college credit for this."
It's kind of icky-sexy when the fox strokes Margo's legs. That gives the scenario an extra edge. It's not too cute, and we're initially unsure where the story's going.
There's more (not-so-heavy) petting in a second ad starring fido:
The line "Skin So Soft, Even Soft Things Think You're Soft" sounds awkward at first. But it accurately sums up the sales proposition and fits the off-kilter tone.
Agency Mischief @ No Fixed Address—building, perhaps, on lessons learned from its Super Clio-winning big-bunny commercial for Tubi—developed the campaign. (That place is a zoo these days!)
"The target is primarily a very hard-to-surprise Gen Z audience," Mischief associate creative director Dana Buckhorn tells Muse. "They have an impressively low tolerance for stale content and a remarkably high standard for skincare products. Luckily, Eos can fulfill both of those demands."
For this particular shoot, "The fox suit was pretty incredible," Buckhorn recalls. "It was created by the legendary team at StefFX, who craft practical effects for Hollywood on shows like The Boys. The suit had fully animatronic ears, eyebrows and tail, along with interchangeable eyeballs. Not to mention a real trooper of a human inside doing all of the acting and moving the mouth."
The brand reports that its household penetration grew nearly 40 percent in 2022, so the new work represents an effort to juice existing momentum. The campaign will run through summer across YouTube and other streaming platforms.
Eos Brand Team
Soyoung Kang, Chief Marketing Officer
Carley Caldas, VP Brand Marketing and Media
Demi Ngai, Creative Director
Kirby Reynolds, Senior Brand Manager, Content & Social
Mischief @ No Fixed Address
Greg Hahn, Co-Founder and CCO
Bianca Guimaraes, Partner & Executive Creative Director
Kevin Mulroy, Partner & Executive Creative Director
Dana Buckhorn, ACD
Tanner Thompson, ACD
Kerry McKibbin, President & Partner
Tyler Harris, Managing Director
Kelsey Brown, Account Director
Deven Sportelli, Account Executive
Jeff McCrory, Head of Strategy
Brittany Dow, Strategy Director
Oliver McAteer, Partner & Head of Development
Will Dempster, EVP Production
Danielle Balanov, Producer
Director: Clay Weiner
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Kirsta Teague
Head of Production: Sean Moody
Director of Photography: Adam Marsden
Production Designer: Zazu Myers
Wardrobe Stylist: Georgia Groom
Hair & Makeup Artist: Cristina Rubiales
Service Co. – OPC
Executive Producer: Isil Gilderdale
Executive Producer: Harland Weiss
Executive Producer: Donovan M. Boden
Editor: Nick Divers
Assistant Editor: Molly Dollinger
Asst Producer: Kayla Robinson
Producer: Gina Pagano
Meg Bailey - Executive VFX Producer
Jack Swanson - VFX Producer
Robby Geis - VFX Supervisor
Steven Spady - Jr VFX Supervisor
Mark L'Heureux - Flame Artist
Julia Bellinger - Compositing Lead
Elliot Powell, Colorist
Isaac Matus, Sound Design/Mix
Austin Ferreira, Mix
Vicky Ferraro , Executive Producer
Eleni Giannopoulos, Producer