Ban's New Message To Young Ladies: Don't Sweat It

In an effort to update Ban’s message and become more relevant to the Andrew Jergens brand’s female audience, Kirshenbaum Bond + Partners breaks an effort today that portrays the deodorant as a mere footnote in the life of the college-age woman.

Two 15-second TV spots—the New York agency’s first campaign for Jergens, a $95 million account won last August—eschew the common category formula that equates dry armpits with personal success. Instead, the ads use quickly cut montages of confident young women bucking convention and making social statements such as “Ban hate.”

In one execution, a young woman wearing a T-shirt that reads, “Ban conformity,” dances at a punk party, while another, clad in flip-flops, Capri pants and a shirt that reads, “Ban self-doubt,” struts onto a high-fashion runway.