Salt & Stone has tapped singer Tucker Pillsbury, better known as Role Model, to front its new campaign, launching ahead of the artist’s upcoming album release.
The campaign spotlights a fictional version of Pillsbury, known for songs including the viral ‘Sally, When The Wine Runs Out’, inspired by “the type of unreachable, unmoored, flawed male protagonist of iconic films past”.
To bring the campaign to life, Salt & Stone worked closely with Role Model’s team to reflect the creative direction of his upcoming album, Chuck Timely & The Hourglass, working with photographer Chloe Chippendale – who also shot the album cover – and directed by Danial Sachon.
The partnership feels like a natural evolution as Role Model is said to have been a fan of the brand for some time.
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“Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural,” said Role Model.
“We actually got to build the character and the creative together instead of me just showing up for a shoot, and I am really happy with how it turned out.”
The campaign will launch across digital and social media platforms, with out-of-home media set to land in New York City, US.
“Working with Role Model came together so organically since he has been a fan of the brand for a while,” said Abby Tellam, CMO of Salt & Stone.
“We wanted the campaign to be fun, authentic to him and not what people would expect from us.
“We are reaching a really broad base of consumers, so we are always wanting to push the limits on how we show up.”
This is not Salt & Stone’s first celebrity partnership, but marks a new direction as the brand previously put an emphasis on sporting stars.
This included Olympic gold medalist Alex Hall, professional golfer Charley Hull, and NBA player Jerami Grant, as well as a recent collaboration with Kendall Jenner’s 818 Tequila.
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