Soccer superstar Megan Rapinoe is giving a wink to popular deodorant ads everywhere in a new spot for Schmidt’s Natural Deodorant.
The Unilever brand has teamed up with athlete and activist Rapinoe to launch “#MadeforEveryone,” a new campaign by Edelman that claims to combat FOBO, or the “Fear of Body Odor.”
The hero 30-second video starts with Rapinoe in a locker room, paraphrasing the Old Spice line, “look at me,” before citing other gender specific deodorant ad tropes, including Secret’s “strong enough for” tag. It ends with Rapinoe urging people to switch to Schmidt’s, “because everyone deserves to smell like victory.”
“Megan is known for challenging the status quo. We couldn’t think of a better partner to flip antiquated and stereotypical tropes on their head,” said Mollie Crudden, head of Schmidt’s Naturals.
To encourage fans to join Rapinoe in switching to Schmidt’s, the brand is giving away 1,000 full-size samples of its products at Schmidts.com/switch.
CREDITS
Agency: Edelman
Creative:
Jimmie Stone, Chief Creative Officer, North America
Megan Skelly, EVP, Executive Creative Director
Matt Zavala, SVP, Group Creative Director
Schuyler Higgins, Sr. Art Director
Derek Froude, Associate Creative Director, Copy
Jasen Wong, Sr. Copywriter
Morgan Peterson, Copywriter
Production:
Ari Pomerantz, SVP, Executive Producer
Denise Sante, Senior Producer
Hazel Popplewell, VP, Production Business Director
Account:
Keren Kazam, Executive Vice President
Adam Bricault, Senior Vice President
Katie Racanelli, Vice President
Molly Rowlett, Account Supervisor
Rona Horowitz, Senior Account Executive
Nikki Bracci, Assistant Account Executive
Billie Kolinsky, Assistant Account Executive
Planning & Strategy:
Jeremy Busch, SVP Planning
Lauren Rosas, Planner
Aly Blake, Sr. Communications Planner
Liza Padellaro, Sr. Account Supervisor
Earned Media:
Jon Salas, Account Supervisor
Project Management:
Ashley Jamieson, SVP, Project Management
Ted Ou-Yang, Project Director
Production Company, Kin Content:
Ali Roberto, Director
Joe Victorine, DoP
Jacki Sextro, Executive Producer
Olivia Lloyd, Line Producer
Editorial, Kyle Edit:
Tina Mintus, Editor
Michael McMinn, VFX
Bernadette Quinn, Executive Producer
Music, Big Sync:
Alex Menck, Music Supervisor
Francesca Richard, Composer
Color Grade, Company 3:
Tim Massick, Colorist
Kevin Breheny, Producer
Audio, Sonic Union:
Paul Weiss, Mixer
Justine Cortale, Producer