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A legendary icon gets the reboot he deserves.
The Brawny Man is one of the most iconic mascots of advertising, a symbol of strength in homes for decades. But the messes of the world have gotten even trickier, and so Brawny introduced a revolutionary, upgraded 3-ply product... the first of its kind.
To get attention for this big moment, we created a brand platform that introduced a modernized Brawny Man and unignorable audio mnemonic; Summon the Strongest. Setting out to prove once and for all there’s no mess too tough for Brawny, the world’s strongest paper towel.
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"The Brawny Man is hunkier than ever."
More personality. More relevance. More charmingly capable.
We found our 6’7” new Brawny Man; part mountain, part teddy bear, to step into the flannel and bring the Brawny Man to life. Big, bold, and low-key hilarious. Plus a well-moisturized beard.
A campaign that cleaned up on TikTok, TV, and your kitchen table.
We gave the Brawny Man personality—and a platform. In TV, he doesn’t just save the day. He shows up when you need him most, even if that time is a bit embarrassing. Just don’t ask him to fist pump you.
Built and shot for digital
Our new Brawny Man was fun and flexible, helping us make dozens of assets in a series of single day shoots. Great improv and low production hurdles allowed Brawny to explore the little known personality of this iconic mascot, play with trends, and insert the brand into culture with key influencers. And of course, we brought it to life in paid digital, too.
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