HHCL & Partners is using sexy women to convince men to buy Sure for
Men deodorant in its first work for the Elida Faberge brand.
The campaign, which is backed by a pounds 6 million spend, positions
Sure for Men as a brand in its own right through using a tone distinct
from the female range.
The work uses the premise that Sure for Men will keep users physically
and mentally cool whatever happens.
The first ad features two job candidates arriving at the Sure for Men
factory which is entirely staffed by sweaty, buxom babes.
One candidate falls to pieces, while the other, who has used Sure for
Men, remains calm. He so impresses his interviewer with his coolness
that she offers him the job. But he is so cool that he walks away from
The TV campaign will break with a 50-second spot on Friday. It will also
run on cinema, posters and in the men’s press.
The campaign was written and art directed by Steve Henry. It was
directed by Walter Stern through Academy Films. Media is by
Tanya Livesey, an account director at HHCL, said: ’Historically,
antiperspirant advertising has been a bit dull. This ad turns tradition
on its head by challenging the convention of rational, product-led
communication and having fun with the target audience. This spot engages
men by being provocative and tongue-in-cheek while leaving them in no
doubt that the product works.’