Aussie-owned U.S agency MIRIMAR launches new ‘Don’t Mask It, Mando It’ campaign for Mando
As part of its multi-year partnership, Mammoth has partnered with Aussie-owned US agency MIRIMAR once again to develop a bold new brand platform for Mando, its men’s deodorant brand.
For decades, men settled for a category that rewarded inertia, not innovation—piling on scents to mask body odor in an endless cycle. Layer on top of that really generic and formulaic deodorant advertising. But research revealed that men were ready for something better: a real solution, not just a cover-up.
The new brand platform “Don’t Mask It, Mando It” puts problem-solving front and center—promising to fix, not just cover up, body odor. Powered by mandelic acid to target bacteria, Mando addresses the source of odor and gives men confidence that it’s handled for good. The work speaks to men dissatisfied with their deodorant options, who want something that really works rather than simply keeps up the cycle of masking and avoidance.
The campaign directed by Jasper Cable Alexander from Drool Productions spotlights Mando’s anti-hero. He’s the kind of guy who patches things up on the surface but never truly confronts the issue, letting B.O. linger a bit longer than he should, just trying to get by. Enter Mando Man: a hard-working hero who doesn’t settle for cover-ups or half-measures. Through their interactions, our 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.
At every touchpoint, the “Don’t Mask It, Mando It” platform transforms product benefits into authentic storytelling. The campaign’s anthem, performed by an up-and-coming folk music artist, doubles as both soundtrack and a central storytelling device, blending music and marketing to reinforce what sets Mando apart.
Social, OOH and digital content extend the idea, celebrating real moments of sweat, work, and pride—built in collaboration with the Mando community and designed to disrupt the category with a new voice.
Says Amy Calhoun Robb, CMO, Lume & Mando: “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.”
Says Nick Morrissey, Executive Creative Director & Partner at MIRIMAR: “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!”
Says Jasper Cable Alexander, Director From Drool Productions: “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.”
The campaign which launches today will air the rest of the year and into 2026.
Client Team: Mando
Co-Founder & Co-CEO, Mammoth: Jeffrey Raider
CMO, Lume & Mando: Amy Calhoun Robb
Agency: MIRIMAR
Co-Founder, CCO: John McKelvey
Co-Founder, CEO: Luke McKelvey
Managing Director: Stephanie Thiel
Executive Creative Director & Partner: Nick Morrissey
Creative Director: Chris Cavalieri
Chief Strategy Officer: Zach Foster
Strategy Director: Chelsea St. Clair
Group Account Director: Lauren LongHammer
Account Director: Catherine Demmer / Lexie Hudson
Group Executive Producer: Bill Berg
Senior Producer: Chris Totzke
Design: Ooft Studio
Business Affairs: Hailstorm
Senior Business Affairs Manager: Nikki Balekjian
Production Co: Drool Productions, London
Director: Jasper Cable-Alexander
Executive Producer / Co-Founder: Genevieve Sheppard
Creative Director / Co-Founder: Freddie Powell
Line Producer: Benedict Turnbull
Director of Photography: Krzysztof Trojnar
Production Manager: Daphne Do
Production Assistant: Zara Trott
Local Service Production Co: Grandma, Vilnius LT
Managing Director: Indrė Petrukaitienė
Executive Producer: Linas Martinkėnas
Producer: Linas AK Požėra
1st AD: Laura Stankevičiute
Production Designer: Nathy Makhovska
Costume Designer: Juozas Valenta
Post Production & City: Cabin Edit, LA
Editor: Nicole Lana
Assistant Editor: Julie Levy
Producer: Marta Navarrete
EP: Katy Zamora
Sound / Music Company & City: South Music & Sound, LA
ECD / Co-Founder: Dan Pritikin
Executive Producer: Ann Haugen
Business Affairs: Britt Fredensburg
Producer: Alina Fox
Sound Engineer/Composer: Robin Holden
Composer: Matt Drenik
Composer: Todd Schnitzer
Visual Effects Company & City: Rascal VFX, London
Partner / 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
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