"No more F.O.B.O."

27 January 2025

60s

Smells like clean spirit.

This commercial for Sure (aka Rexona) is like a cross between 'This Girl Can' and the famous work for Bodyform made by the same agency as this - AMV BBDO... and we mean that as a compliment. Like both those campaigns, this film is refreshingly candid about matters which aren't refreshing at all – specifically, body odour relating to our nether regions. It acknowledges the embarrassment of tackling bad smells emanating from intimate parts of the body, at the same time as expressing disdain for the idea that we should be precious about it.

Judging from the number of agency personnel on the supplied credits (including no fewer than five agency producers!), AMV are immensely pleased with what they've made and optimistic that it will lead to awards success (in which case Cannes et al may have to think about reinforcing their stages!)

The agency is right to be pleased with this and for better reasons than the possibility of overrated baubles… this is a very progressive piece of communication and everyone involved is entitled to take great pride in it.

UK

Deodorants / Anti-Perspirants