Megan Rapinoe Stars in Twist on Deodorant Ads for Schmidt’s Natural

By Kyle O'Brien 

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

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