Forget everything you know about Role Model – he smells amazing

Role Model might be busy preparing for the release of his forthcoming album Chuck Timely & The Hourglass, but he isn’t too busy to prove one thing: he does, in fact, smell good.

The singer-songwriter has teamed up with Salt & Stone for a new campaign celebrating the brand’s bestselling natural deodorant. Known for its minimalist approach to skincare and body care, the brand has built a cult following with its range of high-performance, natural products designed to bridge the gap between wellness and everyday luxury.

Captured by photographer Chloe Chippendale, who also shot the cover artwork for Chuck Timely & The Hourglass, and directed by Daniel Sachon, the campaign draws inspiration from the flawed, elusive male protagonists of iconic cinema; the film explores a tongue-in-cheek character study built around the slogan: “Reliable, so you don’t have to be.”

“Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural. We actually got to build the character and the creative together instead of me just showing up for a shoot, and I’m really happy with how it turned out,” said Role Model.

At the centre of the campaign is Salt & Stone’s critically acclaimed natural deodorant, which has become a standout product thanks to its aluminium-free formula and long-lasting scent profiles inspired by the natural world.

“Working with Role Model came together so organically since he’s 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.”

With Role Model bringing his signature humour and self-awareness to the partnership, Salt & Stone continues to push personal care beyond the bathroom cabinet – proving that even deodorant can have a personality.

Discover the campaign at saltandstone.com.