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