Here Comes The Sun - Hide!
In Australia, as in New Zealand, skin cancer remains a serious concern. Uniquely brutal sunshine has left the nation with the highest rates of skin cancer in the world. Yet most sunscreen campaigns still lean on passive imagery—families at the beach, holiday scenes, or cute mascots. This approach, often light and gentle, can lack emotional impact—especially among men, who are more likely to be affected and less likely to use protection regularly.
The campaign comes from Slather SPF, a new Australian skincare brand actually founded by creative agency SickDogWolfman in Melbourne. Working alongside directing duo Will & Sej of Haven’t You Done Well, they developed an ad that veers sharply out of the ordinary.
The Aha! Moment
James Orr, the founder, reflected that conventional SPF messaging didn’t connect emotionally with people—especially men. Instead of holiday scenes and soft jingles, why not confront viewers with reality? The sun isn’t always your friend—it’s relentless, and it can do real damage. That stark, confrontational truth became the campaign’s driving idea.
Idea Description
The ad is a brilliantly twisted: “Here comes the sun… to fry your damn face!” In a horror-film style, a grotesque, grinning sun stalks a reclusive gamer stepping outside, melting his face with practical effects and grotesque gore. The ad blends horror, dark humour, and over-the-top style—all in a thirty-second or ninety-second spot that is memorable and hard to ignore. The actor even shaved off his eyebrows for authenticity.
Outcomes
While numerical results haven’t been published, the campaign has resonated for its shock value and originality. It attracted both horror fans and health advocates for its daring—making serious sun-safety messaging feel urgent and emotionally charged.
Implications for New Zealand
Beyond sunscreen, how else might this approach be adapted locally? Here are some possibilities:
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Food & Beverage
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Fast Food: Exaggerated horror around greasy burgers or sugar overload—showing a stomach or teeth “attacked” by villains—then reveal the brand’s healthier alternative.
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Alcohol Awareness: A grotesque, monster-style liver or brain could hammer home moderation campaigns in an unforgettable way.
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Financial Services
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Debt & Payday Loans: Picture debt collectors or bills literally “eating” someone alive in a stylised, horror-comedy format. Banks or credit unions could then present themselves as the “protection” solution.
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Insurance: A humorous “monster” flood or fire tearing through a living room until insurance coverage swoops in like a superhero.
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Technology & Cybersecurity
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Data Breach Awareness: Visualise a grotesque hacker “infecting” someone’s phone or laptop, turning it into a body-horror scene. Cybersecurity providers step in as the protector.
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Screen Addiction: Show a phone or tablet literally “absorbing” someone’s face in Cronenberg-style horror, warning about digital wellness.
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Environmental & Sustainability Campaigns
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Plastic Pollution: An ocean monster made of plastic bags consuming a swimmer could highlight single-use waste dangers.
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Climate Change: A horror-sun burning through cities or exaggerated “melting” glaciers swallowing people could provoke awareness.
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Public Health
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Anti-Smoking: Cigarettes morphing into writhing, parasitic creatures clinging to lungs or throats.
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Obesity & Diet: Junk food monsters attacking characters in horror-comedy style before a health brand offers solutions.
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Yeah, these aren't subtle approaches, but they could definitely have an impact.
Opportunities
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Cut-Through: In saturated markets, horror-comedy shock can stand out far more than traditional “soft” ads.
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Emotional Stickiness: Fear combined with humour creates strong memory recall. Viewers replay and share.
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Cross-Genre Appeal: Younger audiences, horror fans, and meme culture all thrive on this kind of content.
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Low Budget Creativity: Practical effects, campy acting, and absurd humour can be produced without blockbuster budgets.
Challenges
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Tone Management: Risk of being seen as insensitive if visuals are too graphic, especially in health or finance.
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Regulation & Standards: Some industries (alcohol, finance, health) have strict advertising codes that may limit gore or fear tactics.
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Audience Segmentation: While younger demographics may love it, older or more conservative audiences may find it distasteful.
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Brand Fit: Requires a brand identity willing to embrace irreverence and boldness—conservative brands risk backlash.
Conclusion
The brilliance of Slather SPF’s face-melt ad lies not only in its creative shock value but in its adaptability. By personifying risks—whether it’s the sun, debt, hackers, or plastic waste—brands in almost any category can use horror-style storytelling to grab attention, spark conversation, and drive home urgent truths. The key lies in balancing shock with satire, so the message remains unforgettable but not alienating.
Source (initial reporting and image): https://musebyclios.com/health/watch-a-face-melt-in-this-aussie-sunscreen-ad/