Sure Activresponse unveils Lowe ads

Lowe has created a press and poster campaign to launch Sure's new Activresponse, a body-responsive anti-perspirant for women. The ads, which break on 3 May, are part of a £15 million multimedia campaign. They dramatise, in a light-hearted way, the awkward or exciting moments that leave women hot and bothered, and how Activresponse kicks in with extra protection.

One of the executions features a sexually explicit text message that has been sent to the wrong number.

The copy reads: "Er ... that shouldn't have gone to Dad. Kicks in when you need it most. Sure Activresponse."

Another spot pictures a pair of unsexy, big knickers along with the caption: "Aarrrrgh I've pulled."

The executions were created by Tom Hudson and Lee Goulding. The illustrations are by Francois Berthod.

The campaign will run as six-sheet poster executions as well as on escalator, Tube and washroom panels.

The press versions will be concentrated in women's magazines, including Cosmopolitan, Hello!, Marie Claire and New Woman.

Media planning and buying is through Initiative Media.

Damon Collins, the creative director at Lowe, said: "This campaign shows a real insight into those sticky moments that make women glow.

"The illustrations and tone add a bit of spice to what has always been a rather prosaic category."

Sure, the Lever Faberge-owned brand, is the UK's leading anti-perspirant with more than 12 million users.

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