World’s Smallest Pumps Up Bod

The World’s Smallest Ad Agency has crafted a national TV campaign introducing Bod, a Parfums de Coeur/ Prince Matchabelli body spray designed for 18- to 24-year-old men.
Three black-and-white commercials show buff young men playing football and basketball and participating in a street concert. Women’s voices can be heard shouting: “Great bod! Hard bod! I want your bod!” The soundtrack features a throbbing techno beat.
The four-person Stamford, Conn., boutique, founded in 1989 by Renƒe Mandis, also had a hand in naming the product. The shop for several years has created print and broadcast ads for Parfums de Coeur, Darien, Conn., and when the client sought “a short, strong, masculine” name for its first male body spray, Mandis suggested “Bod.”
The spots broke last week on Buffy, the Vampire Slayer, Dawson’s Creek, Felicity, The Simpsons and other programs. Auerbach & Co., New Paltz, N.Y., handles media buying.
The World’s Smallest Ad Agency is developing a print campaign that will break in holiday issues of consumer and fashion magazines, Mandis said. All told, Parfums de Coeur/Prince Matchabelli spent $20 million on ads per year, according to Competitive Media Reporting. K