Rexona's hilarious Barry Ogden leaves a lingering laugh

18 July 2016

Creative Agency: JWT Sydney
Media Agency: PHD Network

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This gem of a mockumentary spot plays up the awkward existence of BO through fictional character Barry Ogden.

If Ricky Gervais' fictional character David Brent had a body odour problem, he'd probably look and act a little bit like Barry Ogden, the star of a hilarious mockumentary-styled Rexona ad campaign by J. Walter Thompson Sydney. 

The film documents the life of "local celebrity" Ogden, who is well known wherever he goes for all the wrong reasons. Blissfully unaware, we see Ogden being mocked on the bus, when he was at high school, and even at work, where he occupies "his own office" in a stationary room.

"The assistant manager doesn't even have an office," Ogden beams.

Ogden's nickname 'B.O', which he regards as a sign of his popularity, dovetails neatly with the campaign's punchline: "Don't be famous for B.O."

The campaign consists of online content appearing across YouTube, Facebook, Unruly, Spotify and Rexona’s website from today. 

The videos include a 109-second video, two 15-second teasers and a six-second bumper. On Spotify, there will be two 30-second radios.

“We wanted to explore the awkward situation of telling someone they have body odour in an interesting, entertaining way,” says John McKeon, marketing manager Rexona, Unilever.

The Barry Ogden films are the first creative from Rexona for 2016, and the first piece of work by JWT since winning the business in a competitive pitch.


Deodorants Unilever Marketing Director – Jon McCarthy  
Marketing Manager Rexona – John McKeon
Senior Assistant Brand Manager Rexona – Estefania Rubinat 
Assistant Brand Manager Rexona – Morgan McBain  

ECD - Simon Langley
Copywriter - Giles Clayton
Art Director - Simon Hayes
Planner – Carly Yanco
GAD – Milly Hall / Ana Lynch
Director – Dave Wood
Production Company - Plaza Films
Producer – Amanda Slatyer for JWT and Lee Thomson for Plaza Films
Editor – Gaby Muri
Post Production – Heckler
Audio Post Production – Sounds Reservoir

Media Agency – PHD
PR Agency – Liquid Ideas

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