AMV BBDO and Rexona empower people to move with confidence

Antiperspirant and deodorant brand Rexona (also known as Sure, Degree, Shield) is rolling out a bold new campaign to promote the launch of its new Whole Body Deodorant range. 

Developed to stop odour at the source, the brand’s most adaptive odour technology yet aims to free people from the fear of body odour (B.O.).

Created by London-based agency AMV BBDO, the campaign challenges the assumption that most body odour comes from people’s armpits, by listing all the different parts of the body that might also smell. Packed with often humorous nicknames for various body parts, the visually striking work attempts to normalise the conversation around body odour, making a case for why a whole-body deodorant is exactly what we need.

At the heart of the campaign is a surprising insight: while most people only use deodorant for their armpits, just 1% of body odour actually comes from there. Even though body odour is normal, we don’t often talk about it and worry that it is just us. The product launch and campaign aim to offer a choice to not put up with it anymore —all with a wink and a smile.

The 60-, 30-, and 15-second ads, set to air across social, TV and cinema, open in a bustling supermarket aisle. A shopper’s hand reaches for the new Sure/Degree Whole Body Deodorant. As a beat drops, we’re transported into a dynamic, music video-style montage. Directed by Livia Gama, through Tropical Film, the creative features a diverse cast of characters confidently applying deodorant to various parts of their bodies. The vibrant scenes unfold to a remix of the Soulwax track Work It by Marie Davidson, perfectly syncing the energy of the music with the campaign’s lively tone.