This Deodorant Brand Keeps You Fresh in Every Unexpected Situation

VCCP US have launched a new campaign for P&G’s Native, a clean, simple, effective personal care brand. 

The central 60-second spot, entitled “The Return,” opens on a distraught woman in her home, surrounded by family, her husband lost in the woods. An FBI agent paces the room as the woman looks at photos of her missing loved one. The agent sighs and lets her know that her husband’s car was found in bear country. Finally, her husband limps in the door and greets her with a hug. It’s an emotional return – until she smells him. “Three days… and you come home smelling like a piña colada,” she says in disbelief. He explains: “That’s my Native deodorant. You SAW me put it on.” It’s been 72 hours, and she can’t believe it. She wants to know who he’s been with. “The things I did to get back to you, honey,” he says as his wife cries. The agents hold him back. Clean ingredients for 72 hours? It doesn’t add up! 

A 15-second spot entitled “Post Race” accompanies the campaign. It opens on a group of runners grabbing celebratory beers at a bar after a race. A Native Deodorant sticks out of a backpack on the table. One woman raises a toast. They go to clink glasses, but she blocks one man’s beer from reaching the cheers. The man looks at her. “For the last time, I ran it! My toenail fell off,” he says. “Then why do you smell like you just came back from the spa?! Clean deodorant never lasts this long. You don’t deserve that bib,” she says.

The campaign goes live January 3rd, across TV, social, digital, and online. 

“At Native, we care about creating clean products that don’t compromise on effectiveness, so our customers can make the switch confidently,” said Vineet Kumar, chief executive officer at Native. “The ‘Unbelievably Good’ campaign brings to life the long-lasting crave-able deodorant scents our customers have come to know and love in a memorable way.”

“Native is so effective that some people have trouble believing their 72-hour odour protection claim,” said Joel Kaplan, executive creative director at VCCP. “When we conceived the idea to show that it wasn’t the wearer who was in doubt, but those surrounding the wearer, the whole “unbelievable” idea started feeling fresh and hilarious.”