Native’s deceptive scents

Created by VCCP and directed by David Shafei through World War Seven, this comedic campaign spotlights the deliciously-scented effectiveness of Native's natural deodorant. 

In the 60-second hero spot, titled The Return, a dirty and disheveled husband returns from the woods after being missing for 72 hours, but his disbelieving wife refuses to accept his story due to his fresh Pina Colada fragrance. 

In the accompanying 15-second spot, Post Race, a runner is accused of cheating at his race when he finishes smelling like a spa. 

“Native is so effective that some people have trouble believing their 72-hour odour protection claim,” said Joel Kaplan, Executive Creative Director at VCCP. “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.”