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.”
