J. Walter Thompson Sydney and Rexona Introduce Fictional Character Barry Ogden

J. Walter Thompson Sydney paired with Rexona, a deodorant and anti-perspirant brand to create a hilarious ad starring fictional character Barry Ogden, or as others refer to him; ‘B.O.’

The mockumentary is made up of four short videos that document the life of Barry Ogden, who is deemed a “local celebrity” for all of the wrong reasons. Unaware of his body odor, Ogden confuses the special treatment he receives from others as flattery.

When Ogden is given his own office in the supply room at work, he believes it’s an honor. When his peers nickname him ‘B.O.’ he assumes he’s just popular. When his colleagues gift him with bottles of anti-perspirant, he thinks he has a secret admirer.

The campaign has appeared across multiple online mediums including YouTube, Facebook, Unruly, Spotify and Rexona’s website. The online videos consist of a 109-second celebrity interview with Barry, two 15-second teasers, a six second bumper, and two 30-second radio segments on Spotify.

Executive Creative Director at J. Walter Thompson Sydney, Simon Langley commented: “Sometimes you can be famous for all the wrong reasons. We wanted to use humor to highlight the fact that some people are completely unaware that they have bad body odor, and challenge them to consider whether they are using the most effective products.”

The new campaign for Rexona is J. Walter Thompson’s first work for the brand since winning the pitch, and Rexona’s first creative content for 2016.