Mitchum Man campaign breaks in Canada
By Adnews Staff
Revlon Canada has brought a US campaign for Mitchum anti-perspirant to this country. The campaign posits the existence of a "Mitchum Man," who is a 30- to 49-year-old professional with an education, an above average income, a house, a car and a preference for traditionally manly things. The ads make use of copy such as, "If you checked the score during your wedding, you're a Mitchum Man" and "If you ever planned your anniversary around poker night, you're a Mitchum Man." As part of the campaign, a website has been constructed at <http://www.michumman.com>. The site contains information for and advice on how to be a "Mitchum Man." The campaign was created by Deutch of New York. Some creative specific to Canada was developed by Larter Advertising of Toronto. The Canadian campaign has been adapted to for several local markets. One Vancouver-area ad reads, "If you've done Capilano Bridge, you're a Mitchum Man." Ads for Quebec were produced by Tournesol Advertising of Montreal. Toronto-based PHD will handle Canadian media buying.