While Native’s 2022 Naughty & Nice line featured familiar holiday scents like sugar cookie, eggnog, and mistletoe, they wanted a campaign that stood out in sea of holiday tropes. So we focused on the human truth behind the naughty/nice dichotomy: nobody is entirely one or the other, and within that gray area are the most memorable life experiences. We pushed Native to lean all the way in to what makes these moments shine, but also what makes them resonate with viewers: the weird, uncomfortable awkwardness of everyday interactions. We landed in a perfectly mundane scenario – a routine traffic stop – but let the human messiness of our characters push it to the most unexpected conclusion.

On an ordinary night during the holiday season, a woman is pulled over by a policeman. Suspicious, the policeman questions her sobriety. She vehemently denies any wrongdoing, blaming any booze he might be smelling on her Spiked Eggnog scented body wash. As she awkwardly attempts to prove her innocence by insisting he take a better sniff, she catches the scent of his own holiday deodorant. The intoxicating odors lock the two in an fumblingly intimate encounter that ends abruptly with the reveal that her husband has been 18 inches away the entire time, silently watching his wife succumb to the scent of Fresh Mistletoe.

Viewership of this year’s content increased over 1000% from last year’s holiday campaign, driving the view rate from 3% to 35%. Native’s net sales from the holiday collection grew 71% on DTC and 156% in retail from the previous year – a clear indication that our morally inclusive message resonated with our audience.