Wimbledon’s Jones plays ’tough guy’ in anti-perspirant ad

Vinnie Jones, the Wimbledon FC midfield hardman, is making his advertising debut next week in a TV campaign for Vaseline Intensive Care Anti-Perspirant for Men.

Vinnie Jones, the Wimbledon FC midfield hardman, is making his

advertising debut next week in a TV campaign for Vaseline Intensive Care

Anti-Perspirant for Men.



The commercial, from McCann-Erickson, plays on Jones’s tough-guy image

to promote the anti-perspirant. It shows Jones in typical mean and

irritable mood after a match. Then he applies the deodorant and

immediately relaxes.



The message is that even the most irritable of men need a little

Intensive Care.



McCanns’ art director, Ashley Jouhar, said Jones was perfect for the ad.

’We needed someone with the strength of character to personify the

strength of the anti-perspirant. We also needed someone who is easily

irritated to highlight that this deodorant doesn’t irritate.’



The ad breaks on 16 June and is part of a pounds 4.5 million push for

Vaseline’s deodorant range. It was art directed by Jouhar, with

copywriting by Dale Haste. It was directed by Alex Turner and Nilesh

Mehta through @radical.media.



Media buying is through Initiative Media.



The TV work for the men’s range is being supported by press ads in the

national newspapers and men’s lifestyle magazines. The aim of the

campaign is to make men re-evaluate a brand which has, historically,

targeted women.



Vinnie Jones is also making his movie debut, starring as a debt

collector in the film, Lock, Stock and Two Smoking Barrels.



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