• by Fern Siegel , Yesterday

Mitchum deodorant isn't new. Introduced in 1959 with Tennessee roots, the new campaign, "Southern Strength"  took a novel turn.

Ad agency Terri & Sandy found the sweatiest cities in the U.S., largely concentrated in the South, where heat and humidity are part of daily life.

Shot on location in Louisiana, the campaign compares Mitchum’s effectiveness against a humid Southern afternoon. The creative focuses on performance, rather than hype.

‘Southern Strength’ is our way of reconnecting with that legacy in a way that feels fresh, bold, and undeniably relevant,” said Chandra Coleman, SVP marketing, Revlon hair & personal care. “This campaign is a tribute to that grit — and to a generation that demands more from the products they trust.”

The campaign, in 6- and 15- second iterations, runs on online video, digital and social media.

Mike Cicale, group creative director at Terri & Sandy, who also directed the spot, added: “The South gave us more than just a setting, it gave us a mindset — resilient, no-nonsense, and unapologetically strong. That spirit runs through every frame of this campaign.”

Terri & Sandy’s account work also includes Elizabeth Arden, FreshPet and Nutella.

Mitchum is a Revlon brand.