Fake Skin, Painted-On Bones Make For "Full On" SLATHER Spot

An anthropomorphic sun peels off a man’s entire back in SLATHER’s latest spot, ‘Buy Stuff’, shot mostly in-camera using special effects like fake skin. The brand's second major campaign proves it is “entertainment-first”, according to SICKDOGWOLFMAN’s creative director Jess Wheeler.

The agency launched the SPF brand at the end of 2024 with a creepy spot featuring a man’s face graphically peeling off. A year later, the agency once again partnered with Haven’t You Done Well (comedy group Aunty Donna’s production company) for the infomercial-style follow up.

Jess told LBB in an exclusive interview the grotesque depictions, first of a face peeling, now a back, are designed to force a conversation about sun safety through drama and entertainment. The approach contrasts against the feminine or clinical advertisements typical of the category, he said.

“We’ve had years of gentle ‘sun smart’ messaging … I think it’s safe to say it hasn’t worked.

“So we need to try a different approach. It’s a serious topic, but channelling it through humour is our way of trying to break through without being overly lecturous or fearmongering.”

Working with a production company aligned with the brand’s values is important to SDWM. Director duo Will & Sej at Haven’t You Done Well (HYDW) “just get it”, Jess said.

“Yes, it’s a brand, and it’s advertising, but we’re probably coming at it more from a comedy/skit/satirical angle,” he added.

“Often, when it comes to advertising, there’s just so many friction points and competing agendas that end up watering down the work. SLATHER is entertainment-first, and HYDW is built the same way.”

SharpFX worked on both spots, and most effects for the latest campaign were achieved in-camera.

“In the new spot, they painted on the bones and muscles and then layered fake skin over the top for the sun to peel off. Even I was shocked when we did the first take at how full-on it looked.”

After focusing on villainising the sun and positioning SLATHER as the antidote in the launch ad, the second campaign shifts its focus onto the brand and product.

“We don’t really do anything by half measures with SLATHER. We thought, ‘Why don’t we swing hard the other way, like what’s the most product-focused kind of ad?’ And the classic Aussie infomercial came to mind. So, we figured it’d be funny to stick a skewer in that.”

Since the agency became a client by launching a brand, Jess said the team has a stronger insight into the machinations behind running a brand -- beyond marketing and advertising.

“2025 was SDWM’s biggest year as an agency, despite the tough environment, and SLATHER definitely played a role.

“The response to the brand has been really positive, people seem to resonate with the messaging, we’re seeing it in the volume of orders coming through, and it's given us both a creative outlet and a unique talking point when working with clients.”