Let’s face it… you and your armpits are in this together. When you were born, they were born and when you kick the bucket, they will too. Whether stressed, scared, bothered or nervous, armpits let you know and yet they have been largely overlooked, until now with Mitchum’s new “Love Thy Pits” global advertising campaign and brand manifesto. The campaign, which supports the launch of new Mitchum Advanced Control(TM) stick/solid antiperspirant and deodorant, will make its late night debut on this evening’s Jimmy Kimmel Live! nnThe show will feature a live commercial integration with Kimmel’s own interpretation of “Love Thy Pits” and will be immediately followed by a 48 hour social media blitz from Mitchum inspired by “Love Thy Pits” and the 48 hours of protection that new Mitchum Advanced Control provides. For two days straight on Facebook and Twitter, Mitchum’s right and left armpits will offer their perspective on a variety of world events and timely topics, large and small alike. Each tweet will end with the hashtag #lovethypits.nnMitchum’s new “Love Thy Pits” campaign, which spans television, print, digital, social media, point-of-sale, out-of-home and radio, uses humor, cutting edge animation and bold iconography to convey product benefits and Mitchum’s love of armpits in a smart, simple way. New Mitchum Advanced Control(TM) contains the highest level of active ingredient and encapsulated fragrance technology that bursts upon contact with perspiration, helping pits navigate even the trickiest of situations with maximum strength and ultimate protection for 48 hours. “Love Thy Pits” was created by Mother and represents a new creative direction and brand strategy for Mitchum, which is owned by Revlon Consumer Products Corporation. nnMitchum and Mother gained insights from consumers across the U.S. and the U.K. that people are tired of being flooded with over-the-top promises about what a deodorant can do for them. What they want is straightforward communication that is engaging without being distracting. "Love Thy Pits" was designed to do just that.n n"For more than 50 years, Mitchum has cultivated a heritage of effectiveness that is appreciated by our consumers who are among the most loyal in the category," said Julia Goldin, Global Chief Marketing Officer for Revlon. "’Love Thy Pits’ captures the essence of our brand in a smart and simple way that will set us apart from the category and introduce us to the next generation of Mitchum users, while remaining relevant to our devoted consumers."n n"People have a weird relationship with their armpits, but Mitchum spends all day, every day making sure your armpits are awesome," said Mother lead creatives Dave Clark and Christine Gignac. "If you think about it, which you don’t, but if you did, armpits are always by our side no matter what life throws at us. So, we created a campaign about celebrating this underappreciated part of the body."nn
nClick here to view “Love Thy Pits” spot online.n n"Love Thy Pits" kicked off with the premiere of "Lie," the first of three TV spots in the campaign, during game seven of the NBA semi-finals on ABC. Mitchum’s media plan includes national cable in the U.S. and Canada with the second and third spots โ "Dance Machine" and "The Dawson’s Kid," which is Mitchum’s first female-centric TV spot in more than 20 years โ rolling out on May 30 and June 20, respectively, in the U.S. Directed by Brand New School, all three cheeky TV spots depict the absurd realities of everyday life and demonstrate how new Mitchum Advanced Control has pits covered. nn"From the beginning, we had a clear understanding of the tone of the creative. I personally saw a chance to combine animation and film in a way that I had not seen before," said Jonathan Notaro, founder/executive creative director, and director for Brand New School. "Early on it was clear that we were a good fit and we were able to help usher the direction of the spots into an interesting place." nnMitchum is also reaching a targeted group of key consumers on a range of broadband sites, including ABC.com, MTVNetworks.com and MLB.com. All play Mitchum’s new TV spot while flanked by banner ads featuring the "Love Thy Pits" tagline with the heart icon, the graphic representation "Love Thy Pits." In June, Mitchum will have its second live commercial integration with Comedy Central’s Tosh.0. In the third quarter, Mitchum will also sponsor ESPN’s "Top Plays" during SportsCenter’s highest rated 10pm EST/1am PST timeslot.nnThe bold iconography that appears in the TV spots and online will touch all aspects of the campaign. Later this month, it will be introduced at point of sale in the U.S. and Canada. Print and out-of-home advertising will begin running in South Africa in the fall and continue rolling out in the U.K., Australia and Latin America. Print executions, along with U.K. bus shelters, will include not only the product-focused icons but also the "Love Thy Pits" tagline with the heart icon. Online, "Love Thy Pits" infuses every part of Mitchum’s digital plans. Mitchum’s website and Mitchum’s Facebook both received a makeover from Mother, including a new Facebook profile picture of what else, an armpit! Mitchum also snapped up www.lovethypits.com, which now directs all visitors to www.mitchum.com. The campaign as a whole features market specific connection plans developed to reach Mitchum’s key consumer target across the world. nnPlease visit www.lovethypits.com, www.Mitchum.com and www.facebook.com/Mitchum for more information. nnAbout RevlonnRevlon is a global color cosmetics, hair color, beauty tools, fragrance, skincare, anti-perspirant / deodorants and beauty care company whose vision is Glamour, Excitement and Innovation through High-quality Products at Affordable Prices. Revlon(R) is one of the strongest consumer brand franchises in the world. Revlon’s global brand portfolio includes Revlon(R) color cosmetics, Almay(R) color cosmetics, Revlon Colorsilk(R) hair color, Revlon(R) beauty tools, Charlie(R) fragrances, Mitchum(R) anti-perspirant / deodorants, and Ultima II(R) and Gatineau(R) skincare. Websites featuring current product and promotional information can be reached at www.revlon.com, www.almay.com and www.mitchum.com.nnAbout MothernMother is a modern creative company at the intersection of advertising, graphic design, packaging, interactive, experience/events, and product development. Mother New York is part of a 14-year old, independent global agency idea, which includes offices in London and Buenos Aires (Madre). Mother New York’s clients include Johnson & Johnson, Target, NBC Universal, AB Inbev, Kraft, Virgin Mobile, and more. Additionally, Mother creates everyday products like chewing gums, mints and books in collaboration with Blue Q. Mother also helped launch Dogmatic Gourmet Sausage System, the innovative new fast-food restaurant concept in NYC. For more information, please visit www.mothernewyork.com.nnAbout Brand New SchoolnWith offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.BrandNewSchool.com.Kimberly Kress Senior Director, Public Relations Revlon, Inc. 212.527.6135 Contact Kimberly via email
Contact:Zoë Schepps Manager, Public Relations Revlon, Inc. 212.527.5203 Contact Zoë via email
Creatives from Nat Geo’s “Sally,” A24’s “If I Had Legs,” Bleeker Street’s “The Wedding Banquet” and More To Speak at The Inaugural โBehind the Camera Houseโ in Park City during Sundance 2025
The first-ever โBehind the Camera Houseโ will launch in Park City during this yearโs 2025 Sundance Film Festival, inviting industry professionals, creatives, and media to engage in a day of community building through meaningful conversations, insightful panel discussions, and unique networking opportunities on Monday, January 27, 2025. Produced by Impact24 PR, co-hosted by Goodside, and led by programmer Jocelyne Roman, the event will take place at 1167 Woodside Ave, Park City, UT 84060. This one-day activation will serve as a dedicated space for creatives to hang out and connect with other festival attendees and the filmmaking community, with special attention and spotlight towards behind-the-camera crafts including picture editing, composition, sound design, costume design, and production design. The event will also give attendees an inside look at the creative processes behind the films featured at the prestigious Sundance Film Festival with exclusive panels. Showcasing industry leaders, filmmakers, and creatives from across the globe, each panel promises to be a deep dive into the artistry and craftsmanship of contemporary cinema. The day begins at 10:00 a.m. MT with the Behind the Camera House Breakfast, co-hosted by panelists from the first panel of the day โ โShaping the Narrative with Post-Production Artists.โ The panel will showcase how creatives turn raw footage into compelling stories through artistry and innovation. Featured panelists include editors Brett W. Bachman, ACE (Rabbit... Read More