Sydney Sweeney is going after “dirty little boys.” And we’re not talking about her co-stars on Euphoria. The acclaimed actress from Immaculate and White Lotus, is stepping into the role of “Body Wash Genie” to help men upgrade their grooming routine as part of a new campaign for Dr. Squatch, the men’s natural grooming brand.
In a series of fun and cheeky ads, developed in-house and directed by Kyle Beiermeister, Sweeney will appear as the “ultimate grooming wish-granter,” magically providing men with Dr. Squatch’s line of high-quality, natural body washes.
In the new creative, Sweeney takes on a genie-like role, appearing before random men to transform their ordinary body wash into one of Dr. Squatch’s products. With the tagline “Guys only want one thing,” the ads humorously elevate grooming to the level of a wish fulfilled, with Sweeney guiding the men toward a natural and superior grooming experience. Watch below:
John Ludeke, Dr. Squatch’s Vice President of Marketing, said in a statement, “Sydney Sweeney resonates across broad demographics.” He noted that women are often the ones purchasing grooming products for their male partners or family members, making Sweeney a relatable figure to both male and female audiences. Ludeke believes Sweeney’s vibrant personality will drive the campaign’s message and help the brand make a meaningful contribution to culture.
Sweeney’s involvement in the Dr. Squatch campaign adds to her impressive resume as a brand ambassador, having previously represented Laneige, Kérastase, and Giorgio Armani’s My Way fragrance. Known for her breakout roles in Euphoria and White Lotus, the 27-year-old actress brings a fresh and fun energy to the Dr. Squatch ads. Her playful portrayal of the body wash genie has been described as “genius” by fans, with many speculating about the campaign’s potential impact on the brand’s sales.
With Sweeney as the “body wash genie,” Dr. Squatch is blending humor and charm to reimagine men’s grooming. By positioning Sweeney as the face of their natural body wash line, the brand hopes to connect with a broad demographic and encourage consumers to embrace natural ingredients in their daily routines. This playful campaign is set to bring a fresh perspective to the men’s grooming market, driven by Sweeney’s star power and Dr. Squatch’s innovative products.
The campaign is rolling out across a variety of platforms, including social media, TV, and Spotify. The actress will also promote the brand through her own social media channels, enhancing its reach to her broad fanbase. The campaign has already sparked viral interest, with one ad gaining over a million views and widespread positive reactions online.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
