How do you sell skincare to men who’d rather use a 3-in-1 soap for everything? Simple. You don’t pretend they care. You tell the truth.

Uncle Tony’s Skincare for Men Who Don’t Care About Skincare campaign did exactly that. We launched with a digital film featuring literal cavemen — hairy, lazy, blissfully uninterested in moisturising — until Uncle Tony’s grooming kit is airdropped into their lives. The twist? They stay cavemen. Just slightly more moisturised ones.

On social, we kept the joke going — showing models loving their grooming routine… because, well, they’re paid to. Unlike a regular man, who’ll slap on whatever’s nearby and call it a day.

The campaign didn’t just lean into the apathy — it owned it. Because Uncle Tony isn’t here to change men. Just to make sure they don’t look like they’ve been living in a cave.