Unilever hires 'Lara Croft' director for US deodorant ad

LONDON - Unilever has hired 'Lara Croft: Tomb Raider' director Simon West to direct an action-filled TV commercial for its Degree Body-Heat Activated Gel deodorant brand in the US.

Unsurprisingly, judging by the choice of West who also directed Nicholas Cage vehicle 'Con Air', the advertisements are aimed at 18- to 34-year-old males, a lucrative market for the deodorant industry.

The appointment of West by Anglo-Dutch consumer-goods giant Unilever comes on the heels of a campaign by rival Procter & Gamble to relaunch its Old Spice fragrance, targeting the same market, many of whom associate the brand with their grandfathers or fathers.

Gilette, meanwhile, launched Right Guard Extreme Sport in 2000 in an attempt to capture the 18- to 25-year-old extreme-sport-obsessed market.

According to analysts, it is important to catch the attention of men when they are young, because it is widely believed that the first brand a young man uses will be the one he uses for a long time.

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Claire Billings, recommends


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