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
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.
Hey @IsaiahMustafa, there’s a new spice 😉 in town that’s #MadeForEveryone — we’ve even got a stick of @SchmidtsNatural with your name on it. Check it: https://t.co/Rg4jzNbJAA #SchmidtsPartner pic.twitter.com/DQV1Gdut8v
— Megan Rapinoe (@mPinoe) March 17, 2021
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."
Credits
- Date
- Mar 17, 2021
- Client :
- Schmidt's
- Agency :
- Edelman
- 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
- DOP :
- Joe Victorine
- Executive Producer :
- Jacki Sextro
- Line Producer :
- Olivia Lloyd
- Editorial :
- Kyle Edit
- Editor :
- Tina Mintus
- VFX :
- 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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