Show of Strength: Brawny Man Springs to Life

He's like Busch Guy's paper-towel-obsessed brother

Spill your coffee all over the place? Never fear! An XXL lumberjack who needs a shave is here to clean up the mess.

Actor Brock Morse plays the living embodiment of the Brawny Man in spots from Joan Creative that drop today.

In a battle of bearded, plaid-shirted mascots, he’d wipe the floor with Busch Guy, that’s for sure.

“Casting the Brawny Man was no easy task,” Joan creative director Tom Francesconi tells Muse. “We went through multiple rounds of casting. From the second that Brock Morse showed up, he blew us away. His natural charm and charisma embodied so much of what we had pictured for our legendary lumberjack character. It also didn’t hurt that he was a 6’7″ giant who happened to have the initials B.M.”

“It was important to us in reintroducing his character that he not only embodied the strength and resilience of the Brawny brand, but had a big personality that was entertaining and relatable to modern audiences,” Francesconi says.

Hunky brand characters are all the rage these days, with Duracell’s macho scientist and Target’s weirdly hot Santa serving as prime examples.

As for Brawny, “Thinking beyond just our films and with a lens on culture is ultimately what led us to make his character a real-life person rather than the animated mascot tropes of the category,” Francesconi says. “It was important to create opportunities for his character to show up in the real world and interact with both our audience and relevant cultural figures in real time moving forward.”

He adds: “By the time we had finished our shoot, everyone from our team, client, cast, crew and even craft services were making the “Brawwwwny!” call at every turn. It was quite the topic of conversation. Hopefully a great sign of things to come.”

Fiona McGee directed through Arts & Sciences.