• by Fern Siegel , November 7, 2022

The Christmas holidays just got a little spicier.

The P&G deodorant brand Native released its new campaign, two spots that promote six scents for the holiday, divided into naughty and nice. Naughty scents include spiked eggnog and fresh mistletoe, while nice scents include candy cane and sugar cookie.

San Francisco-based M/H, Native’s creative agency, produced the campaign.

The cross-platform campaign spans CTV, digital and social (TikTok, Instagram, Facebook and Snapchat), as well media partnerships with Tinder and The Cut. On Tinder, users can take in a naughty-or-nice quiz to determine which product best suits them.

In the “Traffic” spot, a sly attraction to a deodorant’s scent propels a driver and the police officer who stops her to fall into each other, sniffing obsessively. Both are oblivious to her husband in the passenger seat.

Conversely, in “The Job” execution, tough-sounding guys in clown suits gather to prep for their next job. One member gets distracted by the peppermint scent of his friend’s candy-cane deodorant.

“We wanted to give audiences something unexpected this holiday season,” said Joel Kaplan, executive creative director-partner, M/H. “Native’s brand personality is playful, so we leaned all the way in. The result is something that bucks tradition and embraces the naughty and nice in all of us.”

The agency, part of the VCCP Group, has done work for Bed, Bath & Beyond, Audi, Staples and Netflix.