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Native: Traffic Stop


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Native, the P&G-owned personal care brand best known for its aluminum-free deodorant, is releasing a campaign that is anything but traditional this holiday season.

The work is in promotion of six naughty and nice scents now available. Consumers can choose from Naughty scents like: Lump of Coal, Spiked Eggnog and Fresh Mistletoe, or Nice scents which include: Candy Cane, Sugar Cookie and Yule Log.

The strategy, based on the real-world truth that no one is completely naughty, or completely nice, was the foundation for the brand to have a little fun with the creative.

The campaign spans CTV, a comprehensive digital and social strategy (across TikTok, Instagram, Facebook and Snapchat), and robust media partnerships with Tinder and The Cut - further enforcing the naughty and nice juxtaposition.

San Francisco-based M/H, Native’s creative agency, concepted the campaign. The broadcast spots were directed by David Shane (known for his work with top brands like Apple, Bud Light, and Paramount Plus - as well as his Super Bowl film for Cadillac with Wynonna Ryder and Timothée Chalamet) and Amber Schaefer (recently named to SNL’s production team), both from O Positive Films.
Other credits

Native (Brand)

Vineet Kumar, CEO

Janelle Wichmann, VP, Design & Innovation

Nicole Landberg, VP, GTM

Rachel Roberts, Associate Director, Brand Marketing

Mia Croft, Creative Director

Sherisse Udotor, Creative Operations Manager



Muhtayzik Hoffer (Creative Agency)

Joel Kaplan, ECD, Partner

Caroline Johnson, Sr. Copywriter

Ali Sooudi, Art Director, ACD

Brendan Robertson, Chief Strategy Officer, Associate Partner

Angelica Fischer, Associate Strategy Director

Tanya LeSieur, Head of Production, Associate Ptr

Cara Orlowski, Director of Business Affairs

Ian Osselaer, Production/BA Coordinator

Gretchen Lally, Account Director

Emily Menken, Account Supervisor

Krista Osol, Director of Client Services

Katy Acquino, Director of Creative Services, Assoc. Ptr

Brendan Robertson, Chief Strategy Officer, Associate Partner

Angelica Fischer, Associate Strategy Director



oPositive (Production)

David Shane, Director (Traffic Stop)

Amber Schaefer, Director (The Job)

Matt Barkley, Director of Photography

Ralph Laucella, Executive Producer

Marc Grill, Executive Producer

Ken Licata, Executive Producer

Devon Clark, Head of Production, LA

Shannon Barnes, Line Producer (oNegative)



MacKut (Post)

Gavin Cutler, Editor/Founder

Louisa Phillips, Assistant Editor

Gina Pagano, Executive Producer

Joseph Miller, Flame Artist

Sam Shaffer, Mixer



Company 3 (Color)

Tim Stipan, Senior Colorist

Matt Moran, Senior Producer

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