We all want to keep our loved ones close. But touch, the very thing we desire most in times of uncertainty, suddenly feels unsafe. So the intimate moments we still have available to us, the ones with our immediate families, are more important than ever.

Being able to cuddle, snuggle, and be close to each other safely has never been more precious.

This was the insight that award-winning content agency Mustache (part of Cognizant Interactive) came to Native with for their newest campaign. 

“Native is known for offering a portfolio of products that are free of harmful toxins, including an aluminum-free deodorant” said Vineet Kumar, CEO of Native. “With that being said, we were adamant about the ad spots capturing the comfort most of us are seeking right now along with stressing the importance of a toxin-free deodorant. Mustache certainly delivered.”

The concept is an “ode to armpits.” It’s an homage to the spot in our underarms that’s so underappreciated. The campaign flips the negative perception of armpits on its head and reminds us that only those closest to our heart spend time in our armpits, so we should keep that space as safe as possible. 

The ad spots depict joyful, slice-of-life moments – like snuggling, spooning and nuzzling – that capture the comfort most of us are seeking right now.

“I love everything about how this project turned out,” said Eli Ash, Head of Production at Mustache. “Each piece of creative feels like a candid, un-staged home video captured by the families and loved ones featured in the spots.” 

This campaign all about feeling safe was created in the safest way possible. A socially distanced creative process was employed from start to finish. Everything from casting and production to ideation and post was done remotely. The Mustache team put together a behind-the-scenes video to showcase the hard work, creativity, and flexibility that went into producing a full-scale campaign during a pandemic. 

The ads started to run across YouTube, Facebook and Instagram via 15-second spots on June 8. The longer, 30-second hero video started running on YouTube on June 10.