Work Submission: Mitchum Commercial Encourages You to "Love Thy Pits"

Armpits get a bad rap. They're way under-appreciated under there.

Whether stressed, scared, bothered or nervous, armpits let you know and yet they have been largely overlooked, until now with Mitchum's new "Love Thy Pits" global advertising campaign and brand manifesto.

In association with the international creative production company Brand New School, Jonathan Notaro and colleagues at the Mother New York agency created a new global campaign for Mitchum Advanced Control(TM) stick/solid antiperspirant and deodorant.

The first 30 second spot entitled "Lie" will make its late night debut on tonight's episode of Jimmy Kimmel Live, during which Jimmy will reveal his own interpretation in a live commercial integration.

This will kickstart Mitchum's 48 hour social media blitz, inspired by the 48 hours of underarm protection provided by their product. Get beautiful armpits trending on Twitter with #lovethypits.

Two more spots are yet to come on May 30 and June 20, including their first female-centric commercial. But for now, check out "Lie."