Banana Boat Wants to Help Men Spend More Manly Time in the Sun

Let your elbow hair blow in the desert breeze

Banana Boat for Men is putting sunscreen in terms guys can understand, with words like "bacon" and "nap."

You, lazy pig that you are, will turn into crispy pork parts if you fall asleep in the sun—but only if you don't use the brand's product, says one spot in a new series of four.

Each spot from JWT in New York is tightly written and neatly shot. One, for example, packs in a charming little cut of a tortoise, while urging you to be bold. Small freedoms are the common thread. Banana Boat's "Triple Defense" offering will also protect your bald spot while you're golfing hatless, and your beer gut while you're riding your lawn mower shirtless, and your hairy elbow while you're hanging it out the window driving through the desert, because you want to do all those things.

That is to say, it claims it will keep you safe from sunburn, at least, and from smelling bad, and from dry skin. Unlike some other sunscreens, however, it will not put your kids on an electronic leash, or teach your tattoo artist to check you for signs of skin cancer.


Agency: JWT, New York

Executive Creative Directors: Sarah Barclay, Robert Frost

Creative Directors: Billy Faraut, Garth Horn

Chief Creative Officer, North America: Jeff Benjamin

Planner: Hayley Parker

Head of Production: Lisa Setten

Senior Producer: Mustafa Imam

Producer: Rebecca Wilmer

Project Manager: Jennifer Schockett

Art Buyer: Bianca Escobar

Account Team: Claire Capeci, Ariel Stern, Erik Wagner, Julia Nawrocki, Stella Continanza

Client Team: John D’Alessandro, Minna Raffin, Carla Luca, Jennifer Yomoah, Jeff Chapman, Joseph Klicsu

Director: D.A.D.D.Y.

Production and Postproduction Company: 1st Ave Machine

Editing House: Rock Paper Scissors

Media Agency: MEC