Procter & Gamble Native

Naughty or Nice

Agency: Muhtayzik Hoffer


Native, the P&G-owned personal care brand best known for its aluminum-free deodorant, is releasing a campaign that is anything but traditional this holiday season.

Launching November 1st, the work is in promotion of six naughty and nice scents now available. Consumers can choose from Naughty scents like: Lump of Coal, Spiked Eggnog and Fresh Mistletoe, or Nice scents which include: Candy Cane, Sugar Cookie and Yule Log.

The strategy, based on the real-world truth that no one is completely naughty, or completely nice, was the foundation for the brand to have a little fun with the creative.

The campaign spans CTV, a comprehensive digital and social strategy (across TikTok, Instagram, Facebook and Snapchat), and robust media partnerships with Tinder and The Cut - further enforcing the naughty and nice juxtaposition.

San Francisco-based M/H, Native’s creative agency, concepted the campaign. The broadcast spots were directed by David Shane (known for his work with top brands like Apple, Bud Light, and Paramount Plus - as well as his Super Bowl film for Cadillac with Wynonna Ryder and Timothée Chalamet) and Amber Schaefer (recently named to SNL’s production team), both from O Positive Films.

This professional campaign titled 'Naughty or Nice' was published in United States in November, 2022. It was created for the brands: Native and Procter & Gamble, by ad agency: Muhtayzik Hoffer. This Integrated medium campaign is related to the Beauty industry and contains 2 media assets. It was submitted about 1 year ago.


Native (Brand)
Vineet Kumar, CEO
Janelle Wichmann, VP, Design & Innovation
Nicole Landberg, VP, GTM
Rachel Roberts, Associate Director, Brand Marketing
Mia Croft, Creative Director
Sherisse Udotor, Creative Operations Manager

Muhtayzik Hoffer (Creative Agency)
Joel Kaplan, ECD, Partner
Caroline Johnson, Sr. Copywriter
Ali Sooudi, Art Director, ACD
Tanya LeSieur, Head of Production, Associate Ptr
Cara Orlowski, Director of Business Affairs
Ian Osselaer, Production/BA Coordinator
Gretchen Lally, Account Director
Emily Menken, Account Supervisor
Krista Osol, Director of Client Services
Katy Acquino, Director of Creative Services, Assoc. Ptr
Brendan Robertson, Chief Strategy Officer, Associate Partner
Angelica Fischer, Associate Strategy Director

oPositive (Production)
David Shane, Director (Traffic Stop)
Amber Schaefer, Director (The Job)
Matt Barkley, Director of Photography
Ralph Laucella, Executive Producer
Marc Grill, Executive Producer
Ken Licata, Executive Producer
Devon Clark, Head of Production, LA
Shannon Barnes, Line Producer (oNegative)

MacKut (Post)
Gavin Cutler, Editor/Founder
Louisa Phillips, Assistant Editor
Gina Pagano, Executive Producer
Joseph Miller, Flame Artist
Sam Shaffer, Mixer

Company 3 (Color)
Tim Stipan, Senior Colorist
Matt Moran, Senior Producer


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