Sure Crystal for Men features style icons in ads through Lowe

Three of the 20th century's most influential style icons - James Dean, Steve McQueen and Elvis Presley - are recalled in new advertising to launch a variant of the Sure deodorant brand.

The trio will appear in a print campaign to promote the introduction of Lever Faberge's Sure Crystal for Men.

Lowe has created the series of ads, in which the famous faces appear to have undermined their star status by being photographed with white marks under the armpits of their clothes.

Each execution aims to support the claim that the product reduces white marks on dark clothing. They carry the strapline: "Don't let white marks ruin your image."

They were written by Sarah Naughton and art directed by Alistair Ross and Simon Morris. Initiative Media is handling media planning and buying for the campaign, which breaks on Monday. It will incorporate bus T-sides, escalator panels, six-sheet posters and advertorials.

It is the latest in a series of promotions to broaden the appeal of Sure, the UK's biggest-selling deodorant.

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