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NEW YORK — If your body odor makes a baby cry, it’s time to switch. That’s the pitch from Mitchum men’s deodorant, whose first major ad campaign in nearly 10 years broke on Saturday.
Deutsch in New York created the TV-only campaign, which includes two 30-second spots and two 15-second commercials that carry the tagline, “Strongest ingredients. Maximum protection.”
In one 30-second spot, a man cuddles an infant, who only ceases crying when held at arm’s length.
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