Smelling is Believing in Fussy's Festive Campaign

Dec. 05, 2024

From a bushy white beard to a pair of big black boots and a bulging sack, everyone knows what Father Christmas looks like - but have you ever wondered what he smells like? And would you like to smell like him too? To launch its limited-edition Santa-inspired scent, Lost Claus, natural deodorant brand Fussy brings a saucy twist to the season of goodwill with a quirky new campaign - proving that when it comes to St Nick, smelling really is believing. 

Created by independent creative agency 10 Days, the launch campaign is led by a film that reimagines the spirit of Christmas in a never-before-told festive fable - offering an X-rated explanation as to why a young boy’s parents smell exactly like Santa Claus.

Directed by 10 Days Chief Creative Officer Jolyon White, the film opens on a cosy family living room on Christmas morning, as a little boy excitedly surveys the pile of presents left by Father Christmas. However, his excitement soon turns to suspicion over an unusually festive smell emanating from his dad - who he then accuses of dressing up as Santa Claus. Hastily kicking a trademark red hat under the sofa, his parents scramble to hide the evidence and preserve the seasonal magic, before an unexpected twist reveals the real reason for that lingering Santa-esque scent… Earlier that morning, mum and dad found themselves on St Nick’s naughty list with a three-in-the-bed scenario that’s given everyone a definite Yuletide glow. However, as the film reminds us, there’s an easier way to get that trademark smell: Fussy’s new Lost Claus deodorant scent.

Launching today, the film will run across digital and social channels.

Featuring notes of Tonka beans, leather and sandalwood, Lost Claus is the world’s first scent inspired by Santa Claus, available as an all-natural refillable deodorant.

Matt Kennedy, Founder of Fussy said:

"A threesome with Santa might not be everyone’s idea of a Happy Christmas…thankfully that’s why we’ve launched a Santa scented deodorant."

 

Jolyon White, Chief Creative Officer 10 Days added:

“We wanted to create something that was going to stand out from the sea of worthy and samey Christmas ads. A festive story that’s never been told before (for obvious, X-rated reasons). It’s playful, unexpected, and disruptive - just like Fussy.”