Gold Bond Comes Up With Witty Euphemisms for Sweaty Bits

By Kyle O'Brien 

Summertime means sweaty time, especially for men in their nether regions. It’s a subject that Gold Bond powder is tackling with a dose of humor in a campaign by Terri & Sandy.

A hero video, “Euphemisms,” shows two men throughout the ages complaining about sweaty genitalia, using every euphemism possible for their testicular area. In ancient Rome, they complain of moist marbles, while in medieval times they have over-steeped teabags. Jump forward to the ’40s and they have a wet wrinkle purse, while in the ’80s it’s huevos caliente. The spot is tagged with “There’s freshness in your future.”

The work is part of Gold Bond’s broader “Champion Your Skin” campaign and will be seen on social channels. Terri & Sandy became Gold Bond’s AOR in January 2020, then earned more business from its parent brand Sanofi, including Aspercreme and Icy Hot later that year.

Two 15-second spots for national broadcast TV take a slightly different, if intriguing approach to sweaty bits and feet, introducing a recurring character named G.B. Powders, a sage voice of reason who helps young men see the error of their wet ways. The character uses a unique cadence to deliver his advice on staying dry.

CREDITS:

Client: Gold Bond (Sanofi S.A.)

Head of Personal Care, US Consumer Health: Helene Pamon

Personal Care Portfolio Lead: Jessica Graf

Senior Brand Lead Skincare: Amanda Avery

Senior Brand Lead Skincare: Martha Page

Personal Care Assistant  Brand Lead: Gabrielle Porter

 

Creative and Strategic Agency: Terri & Sandy

Co-Founder & Co-CEO: Terri Meyer

Co-Founder & Co-CEO: Sandy Greenberg

Creative Director, Copywriting: Todd Condie

Creative Director, Art Direction: Mike Cicale

Copywriter: Rebecca Baldwin

Art Director: Luke Johnson

Junior Art Director: Christian Baron

Executive Producer: Daniel Maughan

Integrated Account Director: Dani Blevins

Integrated Account Director: Jasmine McDavid

Account Executive: Anthony Sanchez

 

Production Company: Spark & Riot

Director: Nalle Sjoblad

Executive Producer: Ana de Diego

Producer: Henri Hamalainen

Line Producer: Ivan Ivanov

Director of Photography: Max Smeds

Production Designer: Emil Gigov

Stylist: Sergei Yordanov

 

Editorial Company: Cut & Run NY

Editor: Jon Grover

Assistant Editor: Evan Bahnsen

Senior Producer: Eytan Gutman

 

Finishing Company: Jogger

Senior Flame Artists: Joseph Grosso

Senior Producer: Mike Tockman

 

VFX Company: B2Y Productions

VFX Supervisor: Dimitar Itskov

Compositing: Pavel Pavlov

Ivaylo Nedkov

Dimitar Itskov

3D: Plamen Ivanov

Jelio Demerdjiev

VFX Producer: Bogomil Georgiev

Mix:  Sound Lounge

Executive Producer: Susie Shuttleworth

Mixer: Tom Jucarone

Senior Producer: Lauren Mullen

 

Color:  Nice Shoes

Colorist: Maria Carretero

Color Assistant: Matt Annitto

Executive Producer: Tara Holmes

Producer: Andrew Pandolfino

 

Gold Bond (end music):

Music: Citizen Music

Executive Producer: Amanda Fink Mandell

Head of Production:  Theo de Gunzburg

Music Supervisor: Patrick Oliver (Pretty Good Songs)

 

Euphemisms:

Music courtesy of Extreme Music

Music Supervisor: Patrick Oliver (Pretty Good Songs)

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