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Native: The Job
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Native, the P&G-owned personal care brand best known for its aluminum-free deodorant released a campaign on November 1 that is anything but traditional this holiday season. The work from Muhtayzik Hoffer is in promotion of six naughty and nice scents now available. Consumers can choose from Naughty scents like: Lump of Coal, Spiked Eggnog and Fresh Mistletoe, or Nice scents which include: Candy Cane, Sugar Cookie and Yule Log. In the hero ‘Traffic Stop’ spot, a police officer approaches a car on a residential street festively lit up. The driver looks shocked when he tells the driver she was going 52 in a 25 zone. The officer asks the driver to step out of the car asking if she has been drinking. She enthusiastically responds saying, “No! I– If you’re smelling something, it might be – I’m wearing a Spiked Eggnog body wash if you want to smell,” offering the officer a sniff of the cinnamon-like scent. Confused and taken aback, he hesitantly takes a sniff, and the woman can’t help but notice the officer’s scent which he says is his Fresh Mistletoe deodorant. They stare at each other, the tension builds, and they fall into each other sniffing one another obsessively. The camera cuts to the driver’s confused - and insulted - husband sitting in the passenger seat. In ‘The Job’ spot, a group of tough-looking men are gathered in a warehouse hideout, pointing to a hand-drawn map. Intense heist music plays as they review their plan, when one of the men is distracted by a smell. “It’s my Candy Cane deodorant from Native. I find the peppermint very calming.” The spot cuts to an apartment door, where the men burst in to reveal a child's birthday party. They throw off their jackets and are wearing full clown outfits under. Excitedly, they begin the clown show for the party-goers.
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