HARDEST WORKING COP by Brett Ratner Brands, Creative Artists Agency for Revlon

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HARDEST WORKING COP

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Industry Deodorants
Media Film
Market United States
Agency Brett Ratner Brands
Agency Creative Artists Agency
Director Albert Maysles
Released May 2010

Credits & Description

Category: Internet Film
Advertiser: REVLON
Product/Service: MITCHUM DEODORANT
Agency: BRETT RATNER BRANDS
Agency: CREATIVE ARTISTS AGENCY
Production Company: HSI PRODUCTIONS, Culver City, New York, USA, USA
Production Company: MAYSLES FILMS, Culver City, New York, USA, USA
Date of First Appearance: May 17 2010
Director: Albert Maysles

English Description
Mitchum anti-perspirant was in a two-year sales slide and about to be taken off the shelves at Wal-Mart and Target. Meanwhile, Old Spice dominated youth culture, Axe sexed it up, and Gillette had famous athletes. But Mitchum found a cultural insight that matched their product truth: Americans are working harder than ever, and because Mitchum has the highest active-ingredient, Mitchum is "the hardest working" antiperspirant. The idea: Mitchum would find and reward the Hardest Working Person in America. The campaign turned around Mitchum’s sales (from negative to positive) and got Mitchum back on the shelves at Wal-Mart and Target with increased shelf space.

We began the campaign by hiring legendary, famously hard-working 81-year-old documentarian Albert Maysles to create 12 short films, featuring authentic, hard-working Americans. These films were showcased on the website, where visitors were given toolkits to create and submit their own films for the $100,000 prize. The films each told a story about what real hard work looks like, saluting ingenuity and the can-do spirit, inspiring consumers to do the same, and in the process positioning Mitchum as the hardest-working anti-perspirant in America.