Sure deodorant is undergoing a complete rebrand in an attempt to strengthen its identity and win a greater share of the world's armpits. The relaunch is spearheaded by a multi million 60-second TV spot created by Lowe London and directed by Ivan Zacharias.
The ad documents a normal morning in the life of Stunt City--commuters drive their cars through town on two wheels and men leap from buildings. The message -- that Sure won't let you down -- remains the brand's core proposition. This version pan-Euro.
Victoria Franks, brand manager, Sure UK
relaunch Sure for Men, dramatising the fact that it has more power
Alison Ashworth, Catherine Wiles
National and European television