Mitchum is “True to you”, breaking the norms of deodorant advertising
Mitchum breaks norms of deodorant advertising in their new campaign film titled ‘True to you’. Rather than displaying their product in overly polished high-key fashion, they embrace life’s most authentic moments.
The story centers on genuine social interactions during memorable life moments. This is captured through three narratives: a nervous groom, a first-time marathon runner, and a surprise birthday party after a long day at work. While these moments may sound grand, the focus is on authentic depictions of these events, realistic characters, and their seemingly small, subtle gestures. Using Mitchum deodorant allows the protagonists to be just themselves, culminating in the slogan, “Just you, Just Mitchum.”
The campaign was created and produced by a London-based & Friends agency and directed by Sakari Lerkkanen. It features painterly visuals of DoP Daniel Lindholm and colorist Richard Fearon from the Black Kite Studios. High-end music production was provided by Studio M+U, and a detailed sound world was crafted by London-based Soundtrack Creation.
Credits:
Starring: Freddie Marlow, Zee Pitula, Mercy Adeniyi
Client: Mitchum Global
Director: Sakari Lerkkanen
DOP: Daniel Lindholm
Agency: &Friends
Creative Director: Harry Woulds
Executive Producer: Harvey Palmer
Producer: Lucie Lerkkanen
Local Producer: Irina Petrescu
1st Assistant Director: Andrei Enoiu
Gaffer: Ionut Palcau
Key Grip: Bogdan Nicolau
Production Designer: Edith Buhaschi
Stylist: Francisca Vass
MUAH: Claudia Musat
Still photography: Daniel Pothecary
Editor: Charlie Reddie
Music Composer: Studio M+U
Supervising Sound Designer: Sefi Carmel @ Soundtrack Creation
Sound Design and Mix: Steve Russell @ Soundtrack
CreationColour: Black Kite Studios
Colourist: Rich Fearon @ Black Kite Studios
Colour Producer: Jamie McCubbin @ Black Kite Studios
Online: Khaliq Arif