'Naughty or nice' holiday deodorants are distracting in ads for P&G's Native

A new campaign for Procter & Gamble's Native deodorant leans into some quirky humor to promote the brand's new seasonal "naughty or nice" scents. Native's agency Muhtayzik Hoffer (M/H) tapped O Positive directors David Shane and Amber Schaefer for the ads, which promote "Naughty" scents like Lump of Coal, Spiked Eggnog and Fresh Mistletoe, or "Nice" scents which include Candy Cane, Sugar Cookie and Yule Log. They depict situations in which people get distracted by the scents and act in unexpected ways. For example, in the spot directed by Shane, a woman stopped for speeding by a traffic cop is asked if she's been drinking. She replies that it's her Spiked Eggnog deodorant, and then smell's the cop's Fresh Mistletoe scent. They end up obsessively sniffing each other, to the bemusement of her husband. Another spot, directed by Schaefer, features a group of men who appear to be planing a heist. One of them gets distracted by his Candy Cane deodorant which he finds "very calming." The twist is that they're actually heading to a kids' birthday party. “We wanted to give audiences something unexpected this holiday season,” said Joel Kaplan, executive creative director and partner at M/H, in a statement. “Native’s brand personality is playful, so we leaned all the way in and the result is something that bucks tradition and embraces the naughty and nice in all of us.” "When M/H came to me with a holiday campaign for Native, I was pleasantly surprised that they decided to be a little disruptive and push the comedy to a place that was unexpected,” added David Shane. The wider campaign also includes videos across platforms including TikTok (below), Snapchat, Instagram and Facebook, and a Tinder promotion where people can participate in a "naughty or nice" quiz, as well as a collaboration with 'The Cut" aimed at bringing together different kinds of romantics.

'Naughty or nice' holiday deodorants are distracting in ads for P&G's Native

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