Salt & Stone has tapped Tucker Pillsbury, the singer and songwriter fans know as Role Model, for its newest campaign. The premium personal care brand developed the project ahead of his forthcoming album, Chuck Timely & The Hourglass, and built the concept around a fictional version of the man behind the artist.
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The campaign takes cues from the unreachable, unmoored and flawed male protagonists of iconic films from the past. Salt & Stone places Pillsbury inside that character type and closes the story with the slogan, “Reliable, so you don’t have to be.” The line supplies the campaign with its central message and connects the fictional character with the brand’s personal care products.
Salt & Stone worked closely with Role Model’s team to align the creative direction with Chuck Timely & The Hourglass. Chloe Chippendale photographed the campaign stills after shooting the album cover, and Daniel Sachon directed the project.
Pillsbury said the partnership felt natural because people online often tell him that he smells. He also valued the chance to develop the character and creative concept with Salt & Stone from the beginning. The process gave him an active role in shaping the campaign, and he expressed satisfaction with the final result.
Salt & Stone Chief Marketing Officer Abby Tellam said the collaboration came together naturally because Role Model had already used the brand. The team wanted the campaign to feel fun, authentic to Pillsbury and unexpected for Salt & Stone.
Tellam also pointed to the company’s broad consumer reach. Salt & Stone sells the number one deodorant on Amazon and at Sephora, according to the brand. That customer base encourages the company to explore different ways of presenting its products and identity.
The project introduces Role Model’s personal Salt & Stone ritual through four products. His selection includes Santal & Vetiver Deodorant, Black Rose & Oud Body Wash, Black Rose & Oud Body Mist and the Bergamot & Hinoki Candle.
