The campaign will run in the UK, France, Germany and Benelux as well as Latin and North America.
The campaign, by Lowe London, shows a woman dressed in a black ball gown testing Sure to see if its leaves any white residue on the dress.
It carries the staplines ‘Dare to make a statement in black' and ‘Sure. It Won't Let You Down'.
The campaign will also include print and outdoor activity.