Elida Faberge has turned its back on its long-running ’tick on the
back’ performance test campaign for Sure deodorant with a radical new
commercial by Ammirati Puris Lintas.
The aim of the ad is to make the product more relevant to the consumer,
while demonstrating the effectiveness of the brand via a modernised
version of the classic Sure test.
The film, which will run in a 40-second format on TV and extend to 80
seconds for the cinema, is set in a totalitarian, futuristic
Entitled ’truth’, it tells the story of a young woman who has been
captured while fighting for the cause of good. She is to be tested by
Polygraph, a lie-detector technique which measures the sweat on the
A scary-looking interrogator shouts: ’When we lie we perspire. The
fingerprints never lie.’
However, the girl has cunningly sprayed Sure on her fingertips before
the test. Although flashbacks inform the viewers that the girl did, in
fact, carry out a subversive mission, she manages to lie without
perspiring thanks to her deodorant and outwit her interrogators.
The commercial was created by the copywriter, Laurence Blume, and the
art director, Fraser Adamson. It was directed by Fabrice Caruzo through
Pink Films and shot along the East Coast of England and in London’s
Media planning and buying is through Initiative Media.
Nick Welch, the agency’s executive creative director, commented: ’The
commercial is different and unexpected. It demonstrates how you can be
really quite radical in developing advertising that still operates
within a solid brand structure.’