Sure for Men, Lowe, Stunt City

Sure deodorant is undergoing a complete rebrand in an attempt to strengthen its identity and win a greater share of the world's armpits. The relaunch is spearheaded by a multi million 60-second TV spot created by Lowe London and directed by Ivan Zacharias.

The ad documents a normal morning in the life of Stunt City--commuters drive their cars through town on two wheels and men leap from buildings. The message -- that Sure won't let you down -- remains the brand's core proposition. This version pan-Euro.

Client
Victoria Franks, brand manager, Sure UK
Brief
relaunch Sure for Men, dramatising the fact that it has more power
Creative agency
Lowe London
Writer
Geoff Smith
Art director
Simon Butler
Planners
Alison Ashworth, Catherine Wiles
Media agency
Mindshare
Media planner
Gary Jones
Production company
Stink
Director
Ivan Zacharias
Editor
Filip Malasek
Post-production
The Mill
Audio post-production
750mph
Exposure
National and European television