Role Model Becomes the Unreliable Hero in Salt & Stone’s Sharpest Campaign Yet

Salt & Stone has enlisted singer-songwriter Tucker Pillsbury, better known as Role Model, for what is shaping up to be the Los Angeles grooming brand's biggest music collaboration to date.

Timed to coincide with the release of his forthcoming album, Chuck Timely & The Hourglass, the campaign steps away from the polished celebrity endorsement. Instead, it presents a fictional version of Pillsbury — an imperfect, emotionally adrift leading man inspired by the flawed male protagonists of classic cinema. The tongue-in-cheek payoff, "Reliable, so you don't have to be," neatly positions Salt & Stone's products as the dependable constant.

It's a smart fit. Rather than forcing a celebrity partnership, the collaboration grew organically, with Pillsbury already a genuine fan of the brand. Pillsbury's self-awareness also gives the campaign its edge. "Since the internet likes to tell me I stink, working with Salt & Stone on this campaign felt pretty natural," he joked, adding that the collaborative creative process made the final result feel authentic rather than transactional.

For those looking to recreate Role Model's grooming line-up, his Salt & Stone ritual includes the Santal & Vetiver Deodorant (£20), Black Rose & Oud Body Wash (£36), Black Rose & Oud Body Mist (£45) and the Bergamot & Hinoki Candle (£50) — a fragrance wardrobe that sits comfortably alongside a considered modern wardrobe.