APL drops trademark ’tick’ for new Sure film

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.

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

society.



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

subject’s fingertips.



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

Docklands.



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.’



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