Australian sunscreen brand Slather has commenced 2026 with a striking new campaign featuring a graphic infomercial that builds on its previous eye-catching marketing efforts. Once again collaborating with the Melbourne-based independent agency Sickdogwolfman and production company Haven’t You Done Well, Slather aims to highlight the risks of sun exposure in a bold and humorous way.
Graphic Infomercial Approach
The latest advertisement, directed by Will Suen and Sej Im from Haven’t You Done Well, features a cast of local comedic talent, including Ben Russell, Matt Jenner, Josh Garlepp, James Collopy, Honor Wolff, and Aaron Zhou. In this campaign, Jenner portrays a character who suffers a dramatic fate, as he is depicted being skewered and peeling away skin in a striking visual narrative. Special effects were created by Sharp FX, while Production Alley provided sound design and Moodlab handled color grading.
The infomercial format, typically associated with light-hearted product endorsements, takes a darker turn to emphasize the serious message behind the brand. This approach retains the unsettling humor that has become synonymous with Slather, as it underscores the brand’s stance that “the sun is not your friend.”
Building on a Year of Impact
Slather, which offers SPF 50+ sunscreen, was created by Sickdogwolfman and recently celebrated its first anniversary in the market. The brand launched with a provocative message framing the sun as a villain, directly addressing Australia’s ongoing skin cancer crisis.
According to Jess Wheeler, creative director at Sickdogwolfman and co-founder of Slather SPF, this new campaign represents a shift in focus while remaining loyal to the brand’s original intent. Wheeler stated, “We launched Slather with a more cinematic piece that really established ‘the sun’ character and ‘the sun is not your friend’ positioning. This time around, we wanted to shift more attention to the product itself… and given this is a brand that does nothing by half measures, we thought we’d make a good old Aussie infomercial. Just with the sun BBQing a man on a spit. As you do.”
This innovative campaign not only reinforces Slather’s distinct identity but also aims to educate consumers about the dangers of sun exposure in an engaging format. As the brand continues to evolve, it remains committed to its mission of raising awareness about skin protection while entertaining its audience.
