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McCoy's is urging men to cast off traditional notions of masculinity to "go bold" and do whatever they feel like doing.

BMB created the campaign, which is led by a film running online and on video-on-demand channels. The spot opens on a plumber belting out Ella Henderson’s Ghost in his car. When the protagonist gets to a petrol station to buy some McCoy’s, he breaks into song again, adding a few dance moves for good measure. The film will be supported by print ads with messages such as: "Go bold. Go enjoy that candlelit bath." It was written by Michael Tsim, art directed by Rachel Miles and directed by Rebel through Outsider.