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

Seasonal campaign for the brand includes spots directed by David Shane and Amber Schaefer

Published On
Nov 07, 2022

Editor's Pick

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. 



Nov 07, 2022
Client :
Agency :
Muhtayzik Hoffer
Vineet Kumar
VP Design & Innovation :
Janelle Wichmann
Nicole Landberg
Associate Director Brand Marketing :
Rachel Roberts
Creative Director :
Mia Croft
Creative Operations Manager :
Sherisse Udotor
ECD/Partner :
Joel Kaplan
Sr Copywriter :
Caroline Johnson
Art Director/ACD :
Ali Sooudi
Head of Production Associate Ptr :
Tanya LeSieur
Director of Business Affairs :
Cara Orlowski
Production/BA Coordinator :
Ian Osselaer
Account Director :
Gretchen Lally
Account Supervisor :
Emily Menken
Director of Client Services :
Krista Osol
Director of Creative Services/Assoc Ptr :
Katy Acquino
Production :
Director :
David Shane
Director :
Amber Schaefer
Director of Photography :
Matt Barkley
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
Executive Producer :
Ken Licata
Head of Production :
Devon Clark
Line Producer :
Shannon Barnes
Post :
Editor/Founder :
Gavin Cutler
Assistant Editor :
Louisa Phillips
Executive Producer :
Gina Pagano
Flame Artist :
Joseph Miller
Mixer :
Sam Shaffer
Color :
Company 3
Senior Colorist :
Tim Stipan
Senior Producer :
Matt Moran

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