Classic brand is relaunched with the game show touch

- Jonathan Ross camps it up as a tacky game-show host in a quirky new TV commercial for Elida Faberge's Sure for Men.

- Jonathan Ross camps it up as a tacky game-show host in a quirky new TV commercial for Elida Faberge's Sure for Men.

The 40 second film, created by Ammirati Puris Lintas, continues the long-running theme of the Sure tick and torture test. However, in this execution the torture test becomes a game-show contest.

The film kicks off with Ross, accompanied by his curvaceous hostess Nicky, crashing into an office as he searches for a suitable participant for his show. He finds Peter Mulgrave, the "sweatiest man" in the office.

Peter's task is to drive a truck through the Peruvian desert clad in a tight, black PVC suit. Before he leaves on his journey, Nicky ("with the ticky") sprays a Sure tick on his back. The aim of the game is to sweat the tick off.

Ross and Nicky make the task even more sweaty for Peter, turning up the heat: Nicky, for example, dresses up in a skimpy outfit and hitches a ride; Ross lets down a tyre and turns the sign for water the wrong way so that Peter misses it. At the end of the test, Peter has not managed to sweat out the Sure tick and loses the game, at which point he is whisked away by Nicky to be "ticked off".

The commercial was created at APL by Laurence Blume, copywriter, and Fraser Adamson, art director. The film was directed by Alex Winter through Brave Films. Media is handled by Initiative Media.

Nick Welch, APL's executive creative director, said: "The Sure tick is a classic adverting property to which we've given an unexpected twist in a lively and relevant fashion. We hope that "Nicky with the Ticky" will make a whole new generation be happy to get 'ticked off'."

Fernando Acosta, Elida Faberge's marketing manger, said: "This effectively marks a relaunch for Sure for Men as a brand. We are very excited about the commercial which clearly retains our core brand value but represents them in a way that is fresh, fun and distinctive. "


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content