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Native: Traffic Stop
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Native, the P&G-owned personal care brand best known for its aluminum-free deodorant, is releasing a campaign that is anything but traditional this holiday season.
The work 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. The strategy, based on the real-world truth that no one is completely naughty, or completely nice, was the foundation for the brand to have a little fun with the creative. The campaign spans CTV, a comprehensive digital and social strategy (across TikTok, Instagram, Facebook and Snapchat), and robust media partnerships with Tinder and The Cut - further enforcing the naughty and nice juxtaposition. San Francisco-based M/H, Native’s creative agency, concepted the campaign. The broadcast spots were directed by David Shane (known for his work with top brands like Apple, Bud Light, and Paramount Plus - as well as his Super Bowl film for Cadillac with Wynonna Ryder and Timothée Chalamet) and Amber Schaefer (recently named to SNL’s production team), both from O Positive Films.
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