Creative agency Humanaut is launching “The Truth Stinks,” an irreverent new campaign for Kopari, a coconut-based deodorant that takes on traditional products containing aluminum. Humanaut created two 30-second cuts of the ad along with a minute-long version that airs online and on TV channels including: Bravo, E!, Heartland, IFC, Ion Life, OWN, Oxygen, We TV.

The 60-second hero ad opens on a vintage TV set showing a deodorant ad in which an attractive woman appears to be pitching a prestige product. “Nothing says confidence like an armpit packed full of chemicals and aluminum,” she says.