Sexy women front Sure for Men push

HHCL & Partners is using sexy women to convince men to buy Sure for Men deodorant in its first work for the Elida Faberge brand.

HHCL & Partners is using sexy women to convince men to buy Sure for

Men deodorant in its first work for the Elida Faberge brand.



The campaign, which is backed by a pounds 6 million spend, positions

Sure for Men as a brand in its own right through using a tone distinct

from the female range.



The work uses the premise that Sure for Men will keep users physically

and mentally cool whatever happens.



The first ad features two job candidates arriving at the Sure for Men

factory which is entirely staffed by sweaty, buxom babes.



One candidate falls to pieces, while the other, who has used Sure for

Men, remains calm. He so impresses his interviewer with his coolness

that she offers him the job. But he is so cool that he walks away from

the opportunity.



The TV campaign will break with a 50-second spot on Friday. It will also

run on cinema, posters and in the men’s press.



The campaign was written and art directed by Steve Henry. It was

directed by Walter Stern through Academy Films. Media is by

Initiative.



Tanya Livesey, an account director at HHCL, said: ’Historically,

antiperspirant advertising has been a bit dull. This ad turns tradition

on its head by challenging the convention of rational, product-led

communication and having fun with the target audience. This spot engages

men by being provocative and tongue-in-cheek while leaving them in no

doubt that the product works.’



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