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.”
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2024-01-06)
Credits
Client 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.
Mosaic North America has been named Canadian agency of record for the Buffalo Bills. The partnership focuses on growing the NFL football team’s fan base in Canada, with Mosaic leading strategy and creative in-market, and deepening the team’s connection with Bills Mafia north of the border.
Mosaic’s debut work for the team is a Toronto-wide playoff activation that transformed familiar “Post No Bills” signage into bold “Go Bills” rally cries across the city. Launched overnight following the end of the regular season, the campaign replaces hoarding walls with large-scale street tags across Toronto — from Queen West and Little Italy to the Distillery District and the West Don Lands — creating a mysterious, highly visible rally cry tied to the Buffalo Bills’ playoff push.
Each installation features a QR code that drives fans to a dedicated landing page, where they can sign up for Buffalo Bills Canada communications and enter a playoff contest offering flights, hotel, and game tickets. One winner is selected each weekend for every round the team remains in the postseason, allowing the campaign to evolve in real time alongside the playoff run.
The work taps into a long-standing truth about the franchise: Ontario is already a meaningful part of the Buffalo Bills’ fan base. On any given game day, Ontarians accounted for an estimated 20% of attendees at Highmark Stadium, home to the Bills. With the NFL encouraging northern teams to expand their fan bases beyond the U.S., Mosaic’s mandate is to build fandom and engagement in Canada by meeting fans where they already show up.
“The goal with this campaign was to create a kind of love letter to fans, from fans. Something they could feel part of,” said Dan Berzen, creative... Read More
