For years, women have been portrayed by the deodorant industry as weak. A problem in need of fixing. From embarrassed bridesmaids to sheepish business women in silk blouses who hide their armpits, women have been made to feel that without a deodorant we are inadequate and unattractive.

Unilever’s Sure (Called Rexona in South America) has reframed the discussion with its Maximum Protection product launch: We see sweat as a symbol of strength, not of weakness. Sweat is a sign that we’re engaged, we’re doing, we’re achieving. Women are strong. And now there’s a product as strong as we are.

Running in 24 countries, it’s beautifully shot by director Danny Clinch for TV, print and out-of-home in black and white, with women that today’s women can relate to.

Do we sweat? Yeah, we do. Without apologies.

2012-04-10