CLIENT
Revlon/Mitchum.
PRODUCTION CO.
Morton Jankel Zander, bicoastal/international.
Jonathan David, director; Guillermo Navarro, DP; Lisa Rich, executive producer; Kate Sutherland, producer. Shot on location in Los Angeles.
AGENCY
Deutsch New York.
Kathy Delaney, managing partner/executive creative director; Cheryl Van Ooyen, senior VP/group creative director; David Rosen, VP/associate creative director; Jeff Bartsch and Alex Flint, copywriters; Jeison Rodriguez, art director; Nicole Lundy, producer.
EDITORIAL
Mad River Post, New York.
Dick Gordon, editor; Pat Gaucher, assistant editor; Laura Relovsky, producer.
POST
Nice Shoes, New York.
Scott Burch, colorist; Rich Schreck, online editor.
AUDIO POST
Howard Schwartz Recording,
New York.
Steve Rosen, mixer.
MUSIC
Chris Girand, New York.
Chris Girand, composer.
THE SPOTS
Four commercials feature regular guys who, via everyday situations, realize that their current anti-perspirant isn’t working for them. In the :30 "Fridge," a man tosses out the contents of his refrigerator, assuming that something is rotten and causing a bad smell. In "Baby" (:30), an infant being held by its dad becomes quiet when the man holds it away from himself. The :15s "Cab" and "Escalator," respectively, show a man entering a taxi only to have the driver exit the vehicle, and a guy on an escalator all by his lonesome, in between two crowds of people. The ads end with the tag, "Strongest ingredients. Maxiumum protection."
Spots broke July 5.