Ammirati Puris Lintas has abandoned the traditional ’sweat test’
theme in its new campaign for Elida Faberge’s Sure for Women range.
The campaign, which breaks this week, aims to convey that Sure
understands women’s needs. It consists of five commercials, each of
which features a character who erroneously believes he or she knows
everything there is to know about women. Their attitude is then
contrasted with that of Sure.
The first ad in the series, for the Ultra Dry Cream deodorant, shows a
know-all doctor’s receptionist attempting to diagnose a woman when she
has no idea what is wrong with her. The ad cuts to a woman applying
deodorant with the voiceover: ’We don’t claim to know everything about
you but we know what you want from your deodorant.’ The endline is:
’Ultra dryness. Designed for Women.’
The commercial, which uses music by Finlay Quaye, was art directed by
Ali Peaty and written by Nicky Bullard. The film was directed by Dan
Nathan through Serious Pictures. Media planning and buying is through
Judy Stephenson, the Sure account director at APL, said: ’The sweat test
is a brand property that we want to keep in the long term, but in this
campaign we wanted to show Sure’s expertise for women specifically.’
The remaining four commercials in the series are being kept under wraps.