The Spot: Mitchum's Pit Stop

The deodorant brand declares its colorful, quirky love for the unappreciated armpit

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GENESIS: With its customers skewing older, Mitchum wanted a younger, punchier visual iconography. Mother came up with actual icons—simple objects in primary colors, like a dumbbell for strength, an umbrella for protection, and a heart for love—as in "Love thy pits," the tongue-in-cheek tagline for a new ad campaign.

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