By Minda Smiley, Reporter

September 21, 2015 | 2 min read

Paper towel brand Brawny’s latest campaign puts its iconic Brawny Man front and center with a national TV spot that sees the fictional spokesperson use a little humor and some encouraging words to help a bored office worker muster up the energy to clean up his spilled chili.

Clad in his signature red plaid button-up and denim, the Brawny Man towers over the man he is speaking to, so much so that his face isn’t even shown in the commercials.

The fresh look for the Brawny Man comes as the Georgia-Pacific brand unveils its ‘Stay Giant’ campaign, which aims to appeal to consumer emotion by encouraging people to be resilient in the face of life’s struggles, whether big or small.

Created by San Francisco agency Cutwater, the new TV spot and another that launches next month build on previous Brawny ads that began in the 1970s that showed him ‘saving’ housewives facing cleaning dilemmas, except the new ads position him as a voice of reason rather than a rescuer.

The campaign also includes digital and social efforts as well as updated packaging created by San Francisco design agency Turner Duckworth, which displays a modernized version of the Brawny Man with some five o’clock shadow.

Turner Duckworth Cutwater

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