Sure 'super woman' by Lowe London

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In its latest ad for Sure, this time for the women's variant, Lowe London has extended the idea behind the masculine "stunt city" to show how using the deodorant also gives women incredible powers. The execution shows a day in the life of a woman as she goes about her everyday routine, but using her special powers to get the upper hand over everybody else. The spot begins with the woman flying down the street like Superman and stopping a bus with her bare hands to drop off her children's forgotten lunches. She then burrows through the ground to catch the Tube, walks up a building to get to her office and breaks through the roof of a shoe shop to beat the crowds and buy a pair of boots.

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Released: 07 June 2006

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Project name
Super Woman
Nick Sanders, Sure/Rexona European brand director
Show that busy women need great protection from Sure
Creative agency
Lowe London
Tom Hudson
Art director
Lee Goulding
Agency Producer
Jane Rattle
Planner (creative agency)
Anna Price
Media agency
Planner (media agency)
Andreas Nicolaou
Noam Murro
Richard Packer and Jay Veal
Production companies
Independent Films and Biscuit Filmworks, respectively
UK national TV
Tim Thorton-Allan

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