Dr. Squatch — the digitally native men’s grooming brand that inspired “Big Bricc Energy” with hypnosis and recently insured Nick Cannon’s family jewels for $10 million — is back with its latest cheeky campaign. This time Dr. Squatch has hired actress Sydney Sweeney for a series of videos to help launch the brand’s natural, moisturizing, scented body wash products, Marketing Dive has announced.

The “Euphoria” and “Anyone But You” star appears in three video spots as “Body Wash Genie,” while an upcoming spot features Sweeney in a bathtub and includes a call-to-action surrounding an 800 number is. All of the spots play on Sweeney’s status as a sex symbol, with her suggestively offering to fulfill desires and noting that “men only want one thing.”

Working with Sweeney could not only feature one of Hollywood’s fastest-rising stars in his viral spots, but also help catapult the brand to new levels of cultural relevance, said John Ludeke, the brand’s vice president of marketing.

“She is not just a rising star, but someone who resonates with a broad demographic — particularly women, who are often the ones buying grooming products for their male partners or children,” Ludeke said in emailed comments. “We always want to make a meaningful contribution to the culture and it’s great to have her personality drive that message for us through marketing.”

In this case, the Body Wash Genie helps delight the majority of men who are unaware of the ingredients in their current body washes — many of which are classified as synthetic cleansers by the FDA, according to the brand. The new spots are in line with Dr. Squatch’s previous marketing, which conveys brand truth through suggestive, boundary-pushing humor.

“We’re looking for brand partners who want to have fun, break conventions and be a little irreverent – ​​while taking their role as consumer educators seriously,” Ludeke said. “Dr. Squatch focuses on authenticity and humor and Sydney fits the bill.”

The campaign is supported by a robust media plan and runs across linear and connected TV, digital video including premium YouTube, streaming audio and podcasts, and paid social media on Facebook, Instagram, TikTok and Pinterest.

“As we are digitally savvy but also have a retail presence, it is always important for us to balance different audiences and outcomes,” Ludeke said of the media plan. “Our strategy is tailored to align short-term optimization signals with longer-term sales goals for each media channel.”

The plan will help balance distribution of the playful “I Dream of Jeannie” commercials with the steamier bathtub spot (reminiscent of Margot Robbie’s fourth game-changing turn in “The Big Short”). Providing various entertaining content can help captivate the brand’s audience.

“The reality is that most advertising content is wallpaper and no one wants to see the same boring ads over and over again,” Ludeke said. “As brands grow, they often use their additional resources to further inundate people with content that lacks excitement. We focus on entertaining our audience, which requires us to find ways to tell a variety of stories from different angles that lead to the same main message.”