Tyson has faced allegations of domestic violence, served a prison sentence for rape and, in 1997, bit off a piece of challenger Evander Holyfield’s ear. In 2007, Tyson pled guilty to cocaine possession and driving under the influence. During a 2017 conference in Last Vegas, Tyson also admitted—as CNN characterized it—to “squander[ing] his fortune on jewelry, prostitutes, mansions, and cars.”

But the boxer has owned up to his past, growing both mellow and philosophical in his late middle age. It was this self awareness, Ludeke said, that made a partnership with the boxer tenable.

“We focus on people who are real,” he said. “One thing that’s great about Mike is he’s his authentic self.”

“Mike Tyson is perfect for this,” agreed Jarie Bolander, general manager and executive partner of marketing strategy firm Decision Counsel. “He’s on a redemption path. He’s also a tough guy who doesn’t take himself too seriously.”

The one thing the real-life Mike does take seriously these days is pigeons. He owns over a thousand of them and recently traveled to Poland to buy 100 more. True to its authenticity pledge, Dr. Squatch cast a pigeon in the spot and even gave him a line.

“Dr. Squatch Total Moisture is made with real plant butters and extracts,” said the pigeon.