Megan Rapinoe channels Old Spice and Secret to help everyone avoid the dreaded F.O.B.O.

Campaign for Schmidt's deodorant is a modern update from Edelman

Published On
Mar 17, 2021

Editor's Pick

World Cup champ Megan Rapinoe channels famous deodorant campaigns with a twist in a new spot from Edelman for Schmidt’s, a certified natural brand in the category. “Look at me. Now look at your deodorant, now back at me,” Rapinoe begins, in an homage to Isaiah Mustafa’s decade-old "The Man Your Man Could Smell Like" for Old Spice. She also name-checked him on Twitter.

From there, Rapinoe lays out a case for FOBO—fear of body odor, a play on the ever-popular FOMO—and highlights Schmidt’s new formula and long-lasting effect. The insight is based on a survey by Edelman Intelligence that found that 79% of respondents 18-35 feel daily anxiety about their body odor, and 60% won’t leave their home if they think they smell bad. (A potential opportunity for pandemic marketers trying to keep people at home?)

Rapinoe is also a prominent LGBTQ activist and outspoken against restrictive gender norms, so the campaign also plays with the traditional messaging of the category. “It’s strong enough for me but made for everyone,” recalls Secret’s old tagline, updated for modern standards of inclusivity.

"Megan is known for challenging the status quo, similarly to how Schmidt's has shattered expectations of natural deodorant by providing long lasting odor protection. We couldn't think of a better partner to flip antiquated and stereotypical tropes on their head," said Mollie Crudden, Head of Schmidt's Naturals, in a statement. "Our products are made for everyone, so the goal of the campaign is to illustrate that while instilling confidence that Schmidt's natural deodorant really works."


Mar 17, 2021
Client :
Agency :
Chief Creative Officer North America :
Jimmie Stone
EVP Executive Creative Director :
Megan Skelly
SVP Group Creative Director :
Matt Zavala
Sr. Art Director :
Schuyler Higgins
Associate Creative Director Copy :
Derek Froude
Sr. Copywriter :
Jasen Wong
Copywriter :
Morgan Peterson
SVP Executive Producer :
Ari Pomerantz
Senior Producer :
Denise Sante
VP Production Business Director :
Hazel Popplewell
Executive Vice President :
Keren Kazam
Senior Vice President :
Adam Bricault
Vice President :
Katie Racanelli
Account Supervisor :
Molly Rowlett
Senior Account Executive :
Rona Horowitz
Assistant Account Executive :
Nikki Bracci
Assistant Account Executive :
Billie Kolinsky
SVP Planning :
Jeremy Busch
Planner :
Lauren Rosas
Sr. Communications Planner :
Aly Blake
Sr. Account Supervisor :
Liza Padellaro
Account Supervisor :
Jon Salas
SVP Project Management :
Ashley Jamieson
Project Director :
Ted Ou-Yang
Production Company :
Kin Content
Director :
Ali Roberto
Joe Victorine
Executive Producer :
Jacki Sextro
Line Producer :
Olivia Lloyd
Editorial :
Kyle Edit
Editor :
Tina Mintus
Michael McMinn
Executive Producer :
Bernadette Quinn
Music Supervisor :
Alex Menck
Composer :
Francesca Richard
Color Grade :
Company 3
Colorist :
Tim Massick
Producer :
Kevin Breheny
Audio :
Sonic Union
Mixer :
Paul Weiss
Producer :
Justine Cortale

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