Armpits are gross. When they sweat, they get grosser. And, if you’re a hairy dude, armpits can really be, well, the pits. They’re not exactly the kind of place you want a loved one or significant other to spend a lot of time.
This television new spot for Mitchum Advanced Control deodorant is part of Mother’s new campaign for the brand called “Love Thy Pits.” Maybe’s it’s because I have a penchant for listening to annoying pop music, but this spot immediately reminded me of Darwin Deez’ music video for his song, “Radar Detector.” Do not click on that link if you are scared of having a trashy, nonsensical hippie get in your head for the rest of the day. What can we say about “Love Thy Pits?” Well, it looks like Mitchum is targeting young hipster professionals who are more frightened of sweating all over their dress shirts than proving their manliness. Credits after the jump.
Creative: Dave Clark, Christine Gignac, Rob Trostle, Michael Ian Kaye, Bobby Hershfield, Paul Malmstrom
Strategist: Sarah Plaskitt
Agency Producer: Christine DoRego
Mother: Amory Wooden
Director: Jonathan Notaro
Production Co Brand New School
Executive Producer: Devin Brook
Editor: Erik Barnes
Post Production: Brand New School
Audio post-production: The Lodge
Sound Design: The Lodge