Movember and Gillette launch 'Your Mo Is Calling' in Australia, starring Pat Cummins as every iconic cricket moustache in one cinematic 2025 campaign by The
How Movember and Gillette Turned Pat Cummins Into Every Mo Ever Grown
'Your Mo Is Calling' is a 2025 integrated Australian campaign created by The Many Australia for Movember and Gillette, starring cricket captain Pat Cummins as multiple versions of himself — each channelling a legendary moustache from the sport's history — to drive participation in men's health awareness during Movember.
The campaign launched on October 17, 2025 in Australia, marking The Many Australia's first piece of work for either brand. Its premise is deceptively simple: Pat Cummins stands before a bathroom mirror and encounters alternate versions of himself, each wearing one of cricket's most culturally embedded moustaches — Merv Hughes' unmistakable handlebar, David Boon's dense bush, and Travis Head's contemporary flourish. The question the film poses — which Mo should you grow? — is both a piece of light entertainment and an explicit invitation to participate in the Movember movement. The campaign runs across broadcast, digital, and social media channels in Australia, with PR and influencer activity amplifying reach.
Gillette, positioned as Movember's official shaving sponsor and a long-standing partner of the movement, brings product relevance and commercial weight to what is fundamentally a public interest message. Pat Cummins, as both Australian Cricket Captain and a Gillette ambassador, sits at the intersection of sporting credibility, grooming culture, and men's health advocacy — a combination that gives 'Your Mo Is Calling' a distinctly Australian cultural gravity. Damien Eley, Founding Partner of The Many Australia, described the brief as setting the stage for three powerful entities to converge in a way that feels, as he put it, both entertaining and meaningful. The Clapboard Score for this campaign is 63 out of 100.
Movember occupies a unique position in the men's health landscape. The movement operates as a participation engine rather than a traditional awareness campaign, and its strategic power lies in converting passive sympathy into active behaviour — growing a moustache, running, hosting, donating. The 'Your Mo Is Calling' campaign is built around that mechanic, using Australian cricket as the cultural bridge between the act of growing a Mo and the broader cause of men's health.
Cricket is not incidental to this strategy. In Australia, the sport carries a near-universal recognition that few other cultural properties can match, and moustaches are woven into its mythology. Merv Hughes and David Boon are not simply former players — they are icons whose facial hair has achieved a status of its own in the national sporting imagination. By having Pat Cummins embody these figures through CGI-assisted transformations, the campaign makes participation feel both playful and historically resonant for an Australian audience.
The competitive context for Gillette is equally relevant here. Gillette holds a substantial share of the razor-blade market globally, according to marketintelo.com, while Edgewell Personal Care — owner of Schick and Wilkinson Sword — represents its most significant structural competitor in the same category. In this environment, aligning with Movember through a culturally specific Australian execution allows Gillette to reinforce brand relevance beyond price and performance, attaching the brand to a values-driven men's movement. Ben Miles, Movember's Global Director of Brand and Communications, noted that Gillette has been a great partner and supporter of Movember for years as its official shaving sponsor, a relationship that gives this campaign institutional credibility as well as creative momentum. The strategic decision to anchor the 2025 work in local cricket history rather than generic grooming messaging reflects a maturation of the Movember–Gillette partnership — one that as reported by Campaign Brief has now found a distinctly cinematic, participation-first expression in Australia.
The Many Australia created 'Your Mo Is Calling' in collaboration with Justin Drape via Creativity & Commerce, with production handled by Wellcom and CGI animation delivered by DippinSauce. The film's central creative device — Pat Cummins confronting alternate versions of himself in a bathroom mirror — is a conceit borrowed from the tradition of split-screen doubles work, but executed here with the added dimension of historically specific character design. Each Mo is not merely a different style of facial hair; it is a portrait of a specific cricketer, rendered through costume, performance, and animation to be immediately legible to an Australian audience familiar with the sport's visual history.
Direction on the campaign is attributed in the Clapboard archive to Lachlan Dickie and Oliver Hammerton, with Campaign Brief listing Oliver Hammerton, who is from Wellcom, as the lead director. The distinction matters because the film requires precise performance calibration — Cummins must play both straight man and comedic foil simultaneously, reacting to versions of himself that are physically distinct but share his own physicality as their base. That kind of performance-led CGI integration demands close coordination between direction, visual effects, and post-production, all of which Wellcom and DippinSauce managed within the campaign's production pipeline.
The cinematic framing is deliberate. Ben Miles of Movember described the campaign's approach as sparking conversations in unexpected, memorable ways, and noted that seeing Pat embrace the legacy of cricket's most iconic Mos makes the message both entertaining and unmissable. The bathroom setting — domestic, private, and universal — grounds what could otherwise be a spectacle-driven execution in an intimate moment of personal decision. That tension between the cinematic scale of the CGI work and the ordinariness of the bathroom mirror is where the campaign earns its creative distinction, as observed in Clapboard's editorial review.
Campaign performance data specific to 'Your Mo Is Calling' is not publicly available at the time of publication. No verified figures for reach, engagement, sign-up conversion, or earned media value for this campaign have been disclosed by Movember, Gillette, or The Many Australia through any named public source.
Structurally, however, the campaign is built around mechanics that tend to generate measurable participation uplift. The explicit call to action — to start a Mo for Movember — is direct and behavioural rather than attitudinal, meaning its effectiveness is in principle trackable against Movember's existing registration and fundraising infrastructure. As reported by marketech-apac.com, the campaign's integrated deployment across broadcast, digital, social, and PR channels in Australia creates multiple attribution points for audience response.
The use of Pat Cummins as central talent also carries quantifiable reach implications. As Australian Cricket Captain and an active Gillette ambassador, Cummins commands significant organic media coverage in Australia, meaning the campaign's influencer and PR layer benefits from talent whose public profile generates news value independent of paid distribution. The campaign's CGI-assisted visual hook — Cummins transforming into multiple cricket legends in a single bathroom scene — is the kind of shareable creative device that earns secondary circulation on social media without additional spend. Clapboard's editorial assessment of 63 out of 100 reflects a campaign that executes its participation mandate competently and with cultural specificity, while noting room to deepen the emotional register of its men's health message beyond the comedic frame.
'Your Mo Is Calling' is a 2025 Australian campaign for Movember and Gillette, created by The Many Australia. It stars Pat Cummins encountering CGI versions of himself styled as cricket's most famous moustaches, asking Australian men which Mo they will grow to support men's health during Movember. It launched on October 17, 2025.
The Many Australia created the campaign, collaborating with Justin Drape via Creativity & Commerce. Production was handled by Wellcom, with CGI animation provided by DippinSauce. Direction is attributed to Lachlan Dickie and Oliver Hammerton per the Clapboard archive, with Campaign Brief listing Oliver Hammerton as lead director.
Pat Cummins serves as both Australian Cricket Captain and a Gillette ambassador, placing him at the intersection of sport, grooming, and men's health advocacy. His dual role gave the campaign immediate credibility with an Australian audience, while cricket's moustache heritage — Merv Hughes, David Boon, Travis Head — provided the campaign's core creative premise.
Gillette is Movember's official shaving sponsor and a long-standing partner of the movement. In 'Your Mo Is Calling', Gillette's involvement connects product relevance to a public interest message, reinforcing brand association with men's grooming decisions during Movember while supporting the broader men's health participation campaign across Australia.
The film features CGI-rendered versions of Pat Cummins styled as three iconic cricket moustaches: Merv Hughes' handlebar, David Boon's classic bush style, and Travis Head's contemporary look. Each appearance represents a distinct chapter of Australian cricket's facial hair history and serves as a direct prompt for Movember participation.
Clapboard rates 'Your Mo Is Calling' 63 out of 100. The score reflects a campaign that executes its participation brief with cultural specificity and comedic craft, while identifying room to deepen the emotional resonance of its men's health message beyond the film's primary comedic register, according to Clapboard's editorial assessment.
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