Joe Marler Joins Davina McCall for Ancient + Brave’s Most Unexpected Campaign Yet

Ancient + Brave, the female-founded B Corp-certified wellness pioneer and one of the UK’s five fastest-growing companies, has announced the exciting and unexpected addition of England rugby star Joe Marler as its latest brand ambassador, in a hilarious video with long-standing brand champion Davina McCall.

Known for his unfiltered humour, open approach to wellness and recent fan-favourite appearance on The BBC Celebrity Traitors, Joe partners Davina in the brand’s new year campaign, “Resolutions Worth Nourishing.”

Launching 26th December on YouTube, the campaign sees Joe and Davina exploring a new approach to New Years Resolutions, rejecting those which take joy out of life in favour of those which enable us to truly thrive.  

In this quirky film, Davina announces her resolution to age disgracefully and enlists Joe as her trainee, guiding him on a wonderfully weird wellness journey and teaching him the rituals that help her to achieve her disgraceful goal; from wearing sequins for no reason, to the primal catharsis of screaming into the woods and, of course,  a scoop of collagen in her tea daily. 

With this refreshing duo, Ancient + Brave demonstrate that wellness is not about perfection or sacrifice but the pursuit of happiness, and that new year is the perfect time to commit to the life you want to lead. Highlighting the long established, but often forgotten importance of fun, human connection, nature and simple daily wellness rituals as the foundations for a life brilliantly lived. 

The creative is a tongue in cheek representation of the brand’s ongoing mission to blend ancient wisdom and modern innovation to nourish a brave life and is designed to bring more people into the wellness conversation, through an ambassador partnership that feels relatable and a creative that challenges traditional wellness content. 

For Ancient + Brave, partnering with Joe is a timely evolution as more mid-lifers seek a new approach to wellness, recovery and longevity rituals that replenish what modern life takes out. As a former high performance athlete who speaks openly about mental health, fatherhood, balance, and making sense of life’s beautiful chaos, Joe brings humour, heart and humanity to topics often weighed down by jargon or perfectionism. This partnership is about helping real people embrace brave, sustainable habits, one joyful ritual at a time and will broaden the brand’s ongoing commitment to modern wellness, and the daily rituals that support it.

Talking about the campaign, Joe Marler said: “I love brands that don’t take themselves too seriously but still do things properly. Ancient + Brave is exactly that. Their products are world-class, they help me feel my best, and I get to talk about wellness in a way that feels real - and actually fun.  Plus my wife is a big fan and pretty much told me to do it, so who am I to argue?”

Kate Prince, Founder and CEO of Ancient + Brave said: “We’ve always been passionate about empowering people to feel their best through simple but powerful daily rituals. Joe brings a unique mix of credibility, emotional honesty and down-to-earth humour that helps share our message to more people than ever before. He’s here to remind us that wellness doesn’t have to be serious to be effective - and that bravery takes many forms.”

As someone who is hugely invested in the importance of foundational wellness for both  physical and mental health, this 12 month partnership will see Joe spotlight a range of Ancient + Brave products, in his own warm, relatable and passionate way, bringing  levity and humour to a category that can often feel clinical.

For more information about Ancient + Brave, and to watch the “Resolutions Worth Nourishing” video, visit ancientandbrave.earth.  Those that are motivated to start their nourishing resolution journey and sign up to a subscription will receive a 20% discount on all products