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."

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