A pumping music track. A playful feel that includes humorous names for various body parts. AMV BBDO’s commercial to launch Rexona’s (aka Sure, Degree, Shield) Whole Body Deodorant isn’t a big idea, but it is certainly an appealing execution. The campaign introduces people to the idea that body odour doesn’t just come from sweating armpits and so Whole Body Deodorant frees people from worrying about it.
The campaign’s 60-, 30-, and 15-second ads, directed by Livia Gama, through Tropical films, are running across social, TV and cinema in the UK and US. The vibrant scenes are underscored by a remix of the Soulwax track, Work It, by Marie Davidson, perfectly syncing the energy of the music with the campaign’s lively tone.
The campaign is launching globally, starting with the US and UK, supported by a series of local activations and OOH.
Kathryn Swallow, worldwide head of Unilever deodorants, stated, “At Rexona, we pride ourselves on giving consumers the best odour protection that won’t let you down, and we don’t think that should be limited to just your armpits – we see you, boobs / ta-tas / feet / cheesers / booties and beyond. By pushing beyond underarm care, we’re addressing broader consumer concerns to give people odour protection wherever they need it. It’s time to wave goodbye to any unwanted smells and say hello to the freedom that comes from knowing you’ll smell fresh however you move and wherever you sweat.”
AMV BBDO creative directors, Jack Smedley and George Hackforth-Jones, added, “The campaign is designed to create an unforgettable connection with consumers, highlighting the universal need for Rexona Whole Body’s complete protection that won’t let you down. As you might imagine, some body part names from our long list proved tricky to get past TV networks. Search the campaign on YouTube to see the full, uncensored version.”
Credits:
Client: Unilever [Degree/Rexona/Sure]
Client Team: Kathryn Swallow, Lucy Howdle, Vicki Rodger & Jessica Lane
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Creative Directors: Jack Smedley and George Hackforth-Jones
Creative Team: Davide Mauroni, Esin Huseyin, Kalle Everland, Ant Eagle and Chelly Samways
Agency Planning Team: David Edwards and Katherine Oulds
Agency Account Team: Anneliese St-Amour, Tessa Brisbane, Carolyn Young, Safra Karim, Hollie Clarke and Jasmine Coulson
Agency Production Team: Nick Godden, Kieran O’Malley, Rhiannon Nicoll, Matt O’Brien and Stefanie Price
Agency Design Team: Kate Whitley and Ian Patrick
Media Agency: Mindshare
Production Company: Tropical Films
Director: Livia Gama
Executive Producer: Gabriel Dagostini
Producers: Felipe Rangel, Jin Park and Paula Soares
Head of Production: Marina Stacciarini
Production company producer: Gisele Castilho
Production assistant: Carlos André Joaquim (Dedé), Gabriela Alcantara, Lucas Aniceto
1st Assistant Director: Filipe Francisquini
2nd Assistant Director: Maurício Zattoni
DoP: Kairo Lenz
Editing: Ten Three
Editor: Beto Araujo
Editor Assistant: Tommy Pastén
Editor (London): Ella Oliver
Music Supervision: Big Sync Music
Post-production Company: Unit TV
Executive Post Producer: Phil Delaney
Design & Motion Graphics: Tom Wansbrough-Jones
Flame Artist: Ian Baker
Post-Production Company: TAG WW
Audio Post-production: Wave Studios
Sound Engineer: Jonny Platt
Photographer: Ricardo Vilela
