Rexona creates mockumentary about Barry Ogden, a man unaware of his BO problem

A delusional character named Barry Ogden is the centrepiece of a new campaign from deodorant brand Rexona, styled as a mockumentary series looking at how great he thinks his life is.

The new ad for the Unilever brand comes from J. Walter Thompson, and looks at the awkward existence of Barry, who thinks he has been given his own office at work and special seats in restaurants away from other customers because he is a celebrity.

It also features interviews with his bus driver and manager of his local restaurant, who point out how memorable he is.

Simon Langley, ECD, J. Walter Thompson said: “Sometimes you can be famous for all the wrong reasons. We wanted to use humour to highlight the fact that some people are completely unaware that they have bad body odour, and challenge them to consider whether they are using the most effective products.”

The online content will appear across Youtube, Facebook, Unruly, Spotify and Rexona’s website, and include a 109-second video, two 15-second teasers and a six-second bumper. Spotify will feature two 30-second radio ads.

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

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


Client – Unilever

  • Jon McCarthy – deodorants, Unilever marketing director
  • John McKeon – marketing manager Rexona
  • Estefania Rubinat – senior assistant brand manager, Rexona
  • Morgan McBain – assistant brand manager, Rexona
  • Creative – JWT
  • 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

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.