Leading skincare brand Gold Bond recently debuted an irreverent new national TV and social campaign to tout its iconic body and foot powder products. Part of Gold Bond’s broader Champion Your Skin campaign advocating for real skin, the new work gets real about powder—why guys use it, where they use it, and most importantly, how they talk about it.

The work comes from independent advertising agency Terri & Sandy, which became Gold Bond’s AOR in January 2020, and was directed by Nalle Sjoblad and edited by Cut+Run’s Jon Grover.

The campaign launched on Facebook, Instagram and other digital properties with a 60-second anthem that was “too ballsy for broadcast.” Called “Euphemisms,” the spot features a pair of young men discussing a problem as old as time itself: sweaty balls. From ancient Rome through the Middle Ages, from Godfather-era New York to ‘80s Wall Street and beyond, our characters complain about “slick stones,” “moist marbles,” and “over-steeped teabags” until, finally, Gold Bond arrives to promise “There’s freshness in your future.”

The humorous campaign continues with two 15-second spots for national broadcast TV. The spots introduce a recurring character named G.B. Powders, a sage voice of reason who helps young men see the error of their wet ways.