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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Claire Billings, recommends

Unilever

Read more

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , 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