If the power of humour is the advertising trend of 2025, this commercial is its paragon.

Amid the country music surge comes a minute-and-a-half, music video-style commercial with a message for “real men”.

“The scent won’t stop you stinkin’—
It’s like bringing potpourri to a body-odor fight.
Some men, they mask their problems
But a Mando Man gets the job done right.”

It’s a commercial by Miramar for Mammoth Brands deodorant, Mando, that intends to change how men think about deodorant. The gist of the hilarious commercial and the lyrics that go with it is that Mando targets the bacteria that cause body odour – it doesn’t just cover up the smell. Or as the commercial puts it, “Like if your engine’s rattlin’, Don’t just turn the song up. Coz even though the singing’s louder, Your engine’s still f*ed up.”

The campaign, directed by Jasper Cable Alexander from DROOL Productions, is built around Mando’s anti-hero – the kind of guy who patches things up on the surface but never truly confronts the issue. As well as going through life with a dodgy work ethic, he lets his B.O. linger a bit longer than he should, just trying to get by. By contrast, Mando Man is a hard-working hero who doesn’t settle for cover-ups or half-measures. Through their interactions, Mando’s anti-hero comes to see there’s another way—choosing to face problems head on, using the right tool for the job, and tackling life without compromise.

Because “Is a man a man if he uses a teenage deodorant?”

The brand platform, Don’t Mask it, Mando It, and its campaign are very bold contrasts to those of its competitors. They’re neither about “getting the girl”, nor even being sexy. They’re about being a rugged, old school man’s man – with a side note about having a good life ethic.

The hero video is supported with social, OOH and digital content that extend the idea….and this:

“We created Mando for men who want to solve the real problem, not just cover it up. With this campaign, we’re celebrating guys who fix—not mask—whatever life throws at them. It’s time to expect more from your deodorant,” stated Amy Calhoun Robb, CMO, Lume & Mando.

“Men masking their issues is an extremely fun tension to play off. Even more so when you do it in the form of a deeply emotional country music song. And with a product solution that genuinely works,” added Nick Morrissey, executive creative director & partner at MIRIMAR.

“From day one, the Mirimar team led with creativity, and that spirit carried through as we built this weird, funny little world together. We treated it like a short film, shooting on film, building characters, and layering in tiny details – from the caravan’s random trinkets to a bizarre chihuahua obsession – that brought it all to life. If nothing else, I’ve learned to always keep my armpits clean and fresh, because I’ve seen what happens when you don’t,” commented Jasper Cable Alexander.

Credits
Agency: Mirimar
Co-Founder, CCO:  John McKelvey
Co-Founder, CEO: Luke McKelvey
Executive Creative Director: Nick Morrisey
Creative: Christopher Cavieleri 
Executive Producer: Bill Burg
Senior Producer: Chris Totzke
Group Account Director: Lauren LongHammer
Account Director: Catherine Demmer

Production Company: DROOL
Director: Jasper Cable-Alexander 
Executive Producer & Co-Founder: Genevieve Sheppard 
Creative Director & Co-Founder: Freddie Powell 
Producer: Benedict Turnbull 
Director of Photography: Krzysztof Trojnar 
Casting: Beast Casting and Jurga Kauneckiene (Lithuania) 

Editing: Cabin
Editor: Nicole Lana
Assistant Editor: Julie Levy
Producer: Marta Navarrete
Executive Producer: Katy Zamora

Post Production & VFX: Rascal VFX
ECD: Andrew ‘Barnsley’ Wood
Senior EP: Jenna Le Noury
VFX Supervisor: Holly Mclean
VFX Producer: Alessandra Milani
Compositor: John Thornton
2D Lead: Holly Mclean
Colourist: Tim Smith
Production Manager: Daphne Do
Production Assistant: Zara Trott @zaretrott

Lithuanian Production Company: Grandma
Managing Director: Indrė Petrukaitienė
Executive Producer: Linas Martinkėnas
Producer: Linas AK Požėra
Production Manager: Justas Rin
Production Coordinator: Eglė Zajankauskaitė
1st AD: Laura Stankevičiute