It's estimated that between 40,000 and 50,000 people were burned for witchcraft during the Middle Ages, punished for seemingly minor transgressions like talking to themselves, being … read morea poor public speaker, or perhaps even smelling better than their counterparts. The latter, at least, is the premise of one spot in a striking online campaign developed and directed by Pete Henderson of Toronto-based production company Someplace Nice for Purelygreat, a Canadian company that produces all natural deodorants. The "unpleasant" spots, which are full of the sounds of squelching mud and buzzing flies, plus visuals of bad teeth, dirty faces and sloshing fluid of an indeterminate nature, feature two peasants working in the fields and complaining about how bad they smell. At the same time, they regard the natural solutions of the day with skepticism, believing them to be either the product of witchcraft or the cause of debilitating illness. The spots conclude with the tagline "A natural deodorant for a world that's finally ready for a natural deodorant."
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