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Deodorant brand Mitchum launched a new campaign that zones in on people going through some of life's biggest moments.
Together with London-based content production agency &Friends, the "True to You" campaign is marked by a hero spot that spotlights genuine social interactions in memorable experiences — and how Mitchum celebrates real people through it all.
Whether it's a wedding, a marathon, or a surprise birthday party, Mitchum allows you to be your most authentic self, bringing forth its slogan "Just you, Just Mitchum."
In making the spot, the brand wanted to guarantee a realistic depiction of people living through their milestones, capturing even the littlest of gestures from the protagonists and everyone involved.
From the costume design to the art direction enriched by the characters' backstories, Mitchum wants viewers to feel like they can relate to the people they're watching "in a matter of seconds."
Sakari Lerkkanen, the director of the short film, goes deeper into the concept behind the campaign with DesignRush:
"The authentic tone and the choice to embrace real people in real-life social situations instantly resonated with me in this script. It felt striking, elegant, and a fresh approach unique to the brand — something you don’t often see in deodorant advertising."
"I wanted to capture that essence in the final film with a very character-first approach. Every detail was carefully planned and designed to bring our leads, their personalities, and backstories alive," Lerkkanen added.
The latest spot from the brand and agency is a great example of brand storytelling, developing trust with viewers by building a strong emotional connection.
By highlighting real-life situations its target audience experiences, Mitchum positions itself as a trustworthy brand ready to accompany and support them in their biggest moments.
Mitchum is also shining the spotlight on real people in its "True to You" social media executions, with one post encouraging women to feel confident in their bodies this summer.
Interesting and relevant posts like these enhance the campaign's voice, further building a brand that effectively connects and engages with its audience.
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&Friends Creative Director Harry Woulds expounded on the campaign, telling DesignRush that from the start, the team was looking away from conventional deodorant ads and toward "more grounded aesthetics" inspired by music videos and sportswear brand films.
"Ensuring we had a similar sense of the reality, relatability and (dare I say the word) ‘authenticity’ usually found in those types of films was always front-of-mind for us," Woulds explained.
"We wanted to set our own stage in the crowded and repetitive world of deodorant ads whilst establishing a new look and feel for the brand — and now we’re excited to keep building on the world we’ve established and see where we can take it next," he concluded.
Milestones with Mitchum
The 45-second hero spot kickstarts with a man getting ready for his big day with Mitchum deodorant equipped with triple odor protection.
The scene cuts to the man in his wedding car, surrounded by his best men as they all comfort him.
Viewers are then introduced to a woman reaching the finish line as she conquers her first marathon. Her friends cheer her on as they share a warm hug at the end.
In the last sequence, a woman is thrown a surprise birthday party by her partner and her loved ones.
She thanks her partner and the two share a warm embrace, closing the spot with the tagline: "Just You. Just Mitchum."
"Everyone poured their hearts into this project, and it truly shows in the final film," Lerkkanen said.
Recently, ride-hailing company Uber also launched a heartwarming campaign introducing its new tagline, "On our way.
Editing by Katherine 'Makkie' Maclang
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