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Unilever brand Sure (known as Rexona, Degree, and Shield in various markets) is shaking up the personal care space with a bold campaign for its new Whole Body Deodorant range.
Created by advertising agency AMV BBDO, this latest effort challenges the misconception that body odor comes primarily from your underarms by highlighting overlooked areas of the body, normalizing conversations about odor, and making the case for an all-over deodorant.
The creative work is packed with playful nicknames for different body parts, from "booties" to "ta-tas," delivering a message that combines humor, inclusivity, and a dash of self-care.
Developed to combat odor at its source, the innovative Whole Body Deodorant line is Sure’s most adaptive odor-control formula yet, designed to free consumers from the fear of body odor in all its forms.
"The concept for the campaign fell out of social listening; both in the X/Reddit sense and just from conversations between the team. It became apparent quite quickly that everyone has different ways of talking about their body parts and leaning into that felt like a no brainer," Creative Director George Hackforth-Jones told DesignRush.
"One of the key watch outs when developing the work was to make sure we didn’t attach any shame to body odour, and using this language instantly felt inclusive, relatable, and celebratory. Add to that the fact we couldn’t get that Soulwax remix out of our heads and the film kind of wrote itself," he continued.
Available in three formats — Aerosol Spray, Glide Stick, and Body Cream Lotion — all tested to be safe for private parts, and in four nature-inspired scents, the range is a fresh step forward in personal care.
Overall, the campaign highlights Sure’s Whole Body Deodorant as a versatile solution to a universal need, all while reinforcing its vibrant brand identity through a fun spot.
By focusing on a common consumer need and showcasing its lively brand persona, Sure engages audiences and builds lasting loyalty through messaging that appeals to a wide range of customers.
Freshness Gets a Remix
Directed by Livia Gama of Tropical Film, the campaign’s one-minute hero spot begins at the supermarket aisle, where a shopper picks up a bottle of Sure Whole Body Deodorant.
From there, viewers are transported into a high-energy, music video-style montage, where a diverse cast confidently applies the product to various body parts, including their "Jigglers," "Derrière," "Pea," and "Bunda."
Text is then overlaid to highlight the unique nicknames for these body parts, as they shake and sync perfectly to a remix of Marie Davidson’s “Work It” by Soulwax.
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The spot then culminates in an all-out dance party in the office, the bus, and by the beach.
"Whatever you call them, wherever you smell, new Sure Whole Body Deodorant: All-Day Odor Protection," the narrator shares, as the spot ends.
With its innovative product line and lively campaign, Sure is making a strong case for a whole-body approach to deodorant, giving consumers the freedom to stay fresh and confident — no matter where life takes them.
Previously, Dollar Shave Club went back to its viral roots with a hilarious campaign with a message of inclusivity.
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