Lowe employs Vogue's Munro for Sure

LONDON - Lowe has commissioned the veteran Vogue photographer Tom Munro to shoot a print campaign to launch a variant of Lever Faberge's Sure for Women anti-perspirant.

More usually associated with sophisticated high fashion, Munro has been brought in to shoot the agency's debut work for Sure Crystal.

The product is being sold on the claim that, unlike its rivals, it doesn't leave white marks on dark clothing.

Initiative is planning and buying media for the campaign, which targets women aged between 18 and 35. It will run on posters and in UK magazine titles including Cosmopolitan, Hello!, Marie Claire and New Woman, and in other European markets .

The campaign is the latest in a series of initiatives to widen Sure's appeal. It is the biggest-selling deodorant in the UK.

The Sure Crystal work dramatises the proposition by featuring clothing stained by anti-perspirants. The unsightly marks stand out against the images to emphasise the staining problem caused by rival products. The endline is: "White marks? No thanks." The ads were written by Liam Butler and art directed by Matt Allen.

Ben Moore, the Lowe board account director on the business, said: "These are beautifully shot but hard-hitting ads that do a simple job of showing why white marks can be such a nuisance."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).