Jan 3
Boy Butter Unveils "The Beach Cowboy" TV Spot Celebrating Masculine Beauty
READ TIME: 3 MIN.
Boy Butter premiered its new television commercial, "The Beach Cowboy," during Season 18 of RuPaul’s Drag Race on MTV in markets including New York, New Jersey, Chicago, Los Angeles, Denver, Houston, Fort Lauderdale, and Miami, with nationwide coverage in Canada on OutTV. The 30-second spot opens at golden hour on a sun-drenched beach, where a rugged cowboy—portrayed by social media personality and model Matthew Dubbe—sheds his layers, struts confidently along the shoreline, and splashes into the surf, blending charisma with unapologetic allure. This visual narrative positions the ad as a "Marlboro Man meets Baywatch" fantasy, emphasizing confidence and the celebration of the male form.
Boy Butter founder Eyal Feldman selected Dubbe for his "confident, sun-kissed presence strutting the shoreline and unapologetically owning the spotlight." The production was handled by Straw Hat Productions, co-founded by Feldman's sister, Donna Feldman, a model, actor, and the producer of Boy Butter’s TV campaigns since 2020. Donna Feldman described the commercial as "a celebration of the male form in all its splendor," noting it delivers "playful, sexy fun" that resonates with audiences seeking content featuring fit, desirable men.
Beyond its Drag Race debut, "The Beach Cowboy" will air during the morning stock market opening bell on CNBC and Fox Business, as well as in evenings on ESPN and Fox Sports, exposing Boy Butter’s message of masculine beauty and sex-positive self-expression to millions in 2026. This broad distribution builds on the brand's history of pioneering visibility. In 2021, Boy Butter became the first brand to air an LGBTQ+ Pride campaign on major sports networks, marking a significant step in mainstreaming queer-affirming content in traditionally straight-leaning spaces. Since 2012, the company has consistently featured TV spots during RuPaul’s Drag Race episodes, fostering a longstanding partnership with the show that champions drag performers, transgender individuals, and diverse LGBTQ+ identities.
Boy Butter positions itself as a brand for men and women, offering organic, long-lasting, water-washable lubricants like its Original coconut oil-based formula, alongside products such as numbing and warming variants and Bonerz male enhancement. The brand emphasizes discreet shipping, satisfaction guarantees, and free shipping on orders over $75, catering to inclusive intimate wellness needs across sexual orientations and gender identities.
Within LGBTQ+ communities, campaigns like "The Beach Cowboy" are viewed as vital for normalizing sex-positive messaging and diverse body positivity, particularly for gay, bisexual, and other men who have sex with men. RuPaul’s Drag Race has long served as a platform for such integrations, blending high-drag artistry with commercial spots that affirm queer joy and desire. By airing on sports networks, Boy Butter challenges heteronormative advertising norms, echoing its 2021 Pride milestone that opened doors for more LGBTQ+ brands in mass media.
Matthew Dubbe's casting highlights evolving representations of masculinity—rugged yet playful, accessible via social media platforms where influencers connect directly with LGBTQ+ audiences. The ad's beach setting evokes freedom and sensuality, themes resonant in queer culture from Fire Island gatherings to Pride beach parties. Straw Hat Productions' involvement underscores family-led creativity in queer media, with Donna Feldman's production expertise ensuring authentic, appealing visuals.
Viewers can watch the spot on YouTube and learn more at boybutter.com, where past ads like the 2020 feature with Facundo Rodriguez are archived. This launch reinforces Boy Butter's role in promoting inclusive sexual health, body celebration, and visibility for LGBTQ+ individuals in 2026 broadcasting.
