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)