"Lucy Bronze"

24 July 2025

20s

The lioness no longer reeks tonight.

Over in Switzerland, Lucy Bronze and her teammates have scratchily made their way to the final where their England team will face Spain for the right to call themselves European champions, so this ad for Sure is timely to say the least. The suggestion that a deodorant is akin to a defender on the football field is a clever way of generating relevance between the player and the advertised product.

Like many footballers, Bronze's charisma largely flows through her sporting skills so director Jocelyn Anquetil may have had to work hard to coax any kind of performance from her star, and having her lean into her seriousness was probably the best way of getting the job done. England's success in the women's game has prompted legions of support among young women so this is likely to land well with those who've been following the tournament on ITV and catching this in the ad breaks.

UK

Deodorants / Anti-Perspirants