Movember is marking the 20th year of raising money for charity by growing facial hair, with a new campaign, calling, quite literally, upon people to embrace the moustache.
Showcased across TV, the 60-second spot features a voiceover by actor and comedian Matt Berry, while depicting a type of pilgrimage where people seem drawn to the gigantic object in the desert.
Directed by Matt Devine through Revolver, characters in the advert include 1970s bikers driving down a highway, shortly followed by other styles of bikers, including a group of helmet-wearing individuals on e-scooters.
Created by DDB Melbourne with UK media planning through Bicycle London, the ad contains a scene where a ‘Mohound’ bus pulls up at a spot, revealing everyone onboard has a moustache.
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By the time the lone individual waiting at the bus stop has got on the bus and is greeted by fellow passengers with a “Mo”, he too has sprouted a moustache. 
The spot concludes with the group congregating in the desert, chanting ‘Mo’, as an alien-esque silver moustache descends from the sky, the voice states, “The Mo is calling. Raise funds, save lives. Sign up with Movember.com.”
Supporting the TV advert, the campaign, which aims to represent how people can come together as a community to support men’s health, will also run video-on-demand, social, digital and out-of-home (OOH) including buses.
In partnership with Joe Media, the charity’s adverts will also air through TalkSport sponsorship, through sponsorship of Peter Crouch’s Therapy Crouch podcast and Football Ramble pod and TV shows including Loose Women, This Morning, The Chase and Jamie Martin’s Great British Adventures.
Giles Watson, DDB Melbourne’s group creative partner, said: “We have turned the Movember Mo into the bat symbol for uniting men. The Illuminati has the all-seeing eye, Movember has the Mo.
“It’s a symbol of unity, and whenever it’s seen, men across the world will know they are never alone. Help and hope are always close by if you follow the Mo! Mo! Mo! Mo!”.
