The Drum Awards Festival - PR

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By Audrey Kemp | Junior reporter

May 10, 2023 | 4 min read

Imagine a world where dogs and foxes enjoy petting (and wearing) super-soft human skin. Two breaking Eos spots bring said world into reality.

Know what’s apparently softer than fox fur and dog fur? Human skin after a little Eos Shave Cream, according to two strange ads the self-care brand released today.

In the first ad, an anthropomorphic and oddly glamorous fox lounges on a couch with a human she wears as a stole. She tells viewers: “Humans have always wanted to wear me as a coat, but now that they’re using Eos Shave Cream to get extra soft skin, I thought to myself, ’What’s stopping me from wearing them?’”

The next spot tells the story of a dog owner who, after adding Eos Shave Cream to her self-care routine, can’t seem to keep her dog’s paws off of her supple skin.

“Two things continue to set Eos Shave Cream apart: innovative formulas that create a smoother, softer shaving experience, and the creative and memorable ways we tell people about it,“ Eos’ chief marketing officer Soyoung Kang said in a statement shared with The Drum. “We’re excited to keep stoking the flames of a product, which has taken the internet and Gen Z by storm.”

The campaign was led by Eos’ creative agency of record, Mischief @ No Fixed Address, which in March created commercials that made light of “toxic masculinity” for the brand.

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“Eos is known for making your skin super soft, which made us wonder how the world’s softest creatures might feel about that, said Dana Buckhorn, Mischief’s associate creative director, in a statement One minute we’re saying, ‘this is probably too weird, but…’ and the next we’re building a human-sized fox complete with interchangeable eyeballs.”

The new ads make their digital debut today across TikTok, VideoAmp and YouTube.


Agency: Mischief

Production: Biscuit Filmworks

Post-production: Mackcut

Finishing: Zero VFX

Audio: Wave Studios

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