Native, the P&G-owned personal care brand best known for its aluminum-free deodorant, is releasing a campaign today that is anything but traditional this holiday season. The work promotes six naughty scents like: Lump of Coal, Spiked Eggnog and Fresh Mistletoe, along with Nice scents which include: Candy Cane, Sugar Cookie and Yule Log.
San Francisco-based M/H, Native’s creative agency, concepted the campaign. The broadcast spots were directed by David Shane (known for award-winning work for Apple, Bud Light and Paramount Plus, as well as his Super Bowl film for Cadillac with Wynonna Ryder and Timothée Chalamet) and Amber Schaefer (recently named to SNL’s production team), both from O Positive Films.
The strategy, based on the real-world truth that no one is completely naughty, or completely nice, was the foundation for the brand to have a little fun with the creative.
Below, a woman is stopped by a police officer for speeding, but as they catch each other's scents like "Spiked Eggnog" and Candy cane it all gets a bit weird. See also the short 30 edit of this ad here.
The campaign spans CTV, a comprehensive digital and social strategy (across TikTok, Instagram, Facebook and Snapchat), and robust media partnerships with Tinder and The Cut - further enforcing the naughty and nice juxtaposition.
“We wanted to give audiences something unexpected this holiday season,” said Joel Kaplan, Executive Creative Director and Partner, M/H. “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,” said O Positive Director David Shane. “Love that we got to make something that’s 15 degrees off center. And to make it with two world class actors, Adina Verson and Rodderick hill. Can’t imagine this piece with anyone else in it.”
“This holiday season we wanted to lean into humor to celebrate our quirky and highly crave-able scents,” said Vineet Kumar, Native CEO. “For Native, Naughty or Nice is about recognizing that sometimes you can be both and embracing it.”
Below, this ad shows what we assume are clown bank robbers planning a big job. In reality, they're just preparing for their actual job - birthday party clowns.