Revlon is working with Mother New York to run “Love Thy Pits”, an integrated advertising campaign for the new look Mitchum deodorant line for men and women. a new campaign-and new graphic look, for Mitchum deodorant. The “Love Thy Pits” manifesto reminds customers that Mitchum is busy providing their precious armpits with maximum dryness and control. Three television commercials, “Lies”, “Dance Machine” and “The Dawson’s Kid”, present Mitchum’s work in the context of a job interview and a wedding dance. Jimmy Kimmel on his ABC Jimmy Kimmel Live! show, offered up his own interpretation of the “Love Thy Pits” theme. Social media work involves Mitchum’s right and left armpits offering their take on current events and timely topics on Facebook and Twitter. Each tweet ends with the hashtag #lovethypits.
Click on the image below to play the Lies video in YouTube (HD)
Click on the image below to play the Dance Machine video in YouTube (HD)
The bold iconography that appears in the TV spots and online is being introduced at point of sale in the U.S. and Canada. Print and out-of-home advertising will begin running in South Africa in the fall and continue rolling out in the U.K., Australia and Latin America. Print executions, along with U.K. bus shelters, will include not only the product-focused icons but also the “Love Thy Pits” tagline with the heart icon. Online, “Love Thy Pits” infuses every part of Mitchum’s digital plans. Mitchum’s website and Mitchum’s Facebook both received a makeover from Mother, including a new Facebook profile picture of an armpit! Mitchum also snapped up www.lovethypits.com, which now directs all visitors to www.mitchum.com.
Love thy pits.
You and your armpits are in this together.
When you were born, they were born.
When you kick the bucket, they’ll kick the bucket.
When you’re stressed, scared or nervous, they are too.
They let you know it.
That’s their job.
This is why we give your armpits maximum
protection and dryness.
So the next time you’re showing your skills on a quiz
show or halfway through rocking a weekend long
dance-a-thon, remember your armpits are doing all those
things with you.
Holding it down. Smelling good. Keeping you from
Yes, you and your armpits are in this together.
We love them. We think you should too.
Your pits, our passion.
Love thy pits.
The Love Thy Pits campaign was developed at Mother New York by creatives Dave Clark, Christine Gignac, Rob Trostle, Michael Ian Kaye, Bobby Hershfield and Paul Malmstrom, strategist Sarah Plaskitt, agency producer Christine DoRego.
Filming was shot by director/designer Jonathan Notaro via Brand New School, executive producer Devin Brook, editor Erik Barnes, Flame artist Blake Huber, designers Justin Fines and Stephen Kelleher, CG lead Vadim Turchin, 3D animators Han Ho, Jerry Chow, Ryan Lang, Adam Rosenzweig, 2D animators Hyesung Park, Robin Greenwood, Andy Mastrocinque, Adam Sacks, Justin Demetrician, storyboard artist Will Rosado, compositors Ted Kotsaftis, Bill Dorais, executive producer Devin Brook, managing director Danny Rosenbloom, post producer Toby Sowers, production coordinator Zoe Beyer.
Audio post production and sound design were done at The Lodge.