This :60 titled “The Return” opens on a distraught woman in her home, surrounded by family, her husband lost in the woods. An FBI agent paces the room as the woman looks at photos of her missing loved one. The agent sighs and lets her know that her husband’s car was found in bear country.
Finally, though, everyone is relieved as her husband limps in the door and hugs her. It’s an emotional return–until she smells him. “Three days…and you come home smelling like a piña colada,” she says in disbelief. He explains: “That’s my Native deodorant. You SAW me put it on.” It’s been 72 hours, and she can’t believe it. She wants to know who he’s been with. “The things I did to get back to you, honey,” he says as his wife cries. The agents hold him back. Clean ingredients for 72 hours? It doesn’t add up!
Agency VCCP created this spot, one of two in a campaign for P&G personal care brand Native. Both commercials were directed by David Shafei of production house World War Seven.
Joel Kaplan, executive creative director at VCCP, said, “Native is so effective that some people have trouble believing their 72-hour odor protection claim. When we conceived the idea to show that it wasn’t the wearer who was in doubt, but those surrounding the wearer, the whole ‘unbelievable’ idea started feeling fresh and hilarious.”
CreditsClient Procter & Gamble/Native Agency VCCP US Joel Kaplan, executive creative director; Naomi Duckworth, creative director; Caroline Johnson, sr. copywriter; Kate Degen, sr. art director; Nikki Castillo Sikes, executive producer; Zach Zutler, sr. producer. Production World War Seven David Shafei, director; Jason McCormick, DP; Sloane Skala, exec producer; Michael Mitchell, line producer. Editorial Cabin Chan Hatcher, Nick Divers, editors; Molly Dollinger, Chris Messier, David Soto, assistant editors; Lisa Barnable, head of production; Adam Becht, exec producer; Grace Hammerstein, producer. Sound Design & Mix Lime Studios Jeff Malen, Dave Wagg, mixers; Matthew Conzelmann, audio assistant; Susie Boyajan, exec producer. Color Picture Shop Tim Stipan, colorist; Kalvin Johnson, color assist; Jennifer Heeber, producer. Online Shape and Light Aidan Thomas, creative director; Denley Ryan, Sam Kolber, lead Flame artists; Austin Lewis, Eugene Vernikov, Flame assists; Jade Fuller, Arielle Weir, VFX producers; Crystal Rossmann, exec producer.
The Best Work You May Never See: Perlorian Brothers, Arrivals + Departures “Reel It In” For Fisherman’s Friend
Lozenge brand Fisherman’s Friend rolled out its “Reel It In” campaign, including this centerpiece spot featuring a colorful cast of hotel characters such as a bellhop, a singer and a set of twins. We see how Fisherman’s Friend--in the form of an ubiquitous fisherman character--can soothe a variety of throat ailments, from sore throats and raspy voices to persistent coughs.
The lighthearted package of spots for the Canadian market was directed by the Perlorian Brothers via Toronto production house Merchant for agency Arrivals + Departures.
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