The Ninja gets it in Sure deodorant television campaign
LONDON - Lowe is using Ninjas on a secret night mission in its latest television advertising campaign for Lever Faberge's Sure Crystal for Men deodorant.
In the spot, which launches on television next week, a group of deadly Japanese Ninjas, the enemy of Samurai warrior, are shown in almost complete darkness on a night-time mission.
All are wearing the anti-white mark Sure except one, who can be identified in the darkness by the familiar white deodorant marks and who meets a nasty end due to the attention he attracts.
Mark Cadman, Lowe managing director, said: "Setting a commercial in almost complete darkness not only provides standout against the rest of the commercials in the ad break, but is also a great vehicle for dramatising the problem of white marks. This campaign is a fresh and surprising way of talking about deodorants, traditionally a very low interest category for male users."
This latest campaign has been created by Alan Wilson and Diccon Driver and was directed by Phil Taylor of Sneezing Tree Films. It is supported by a print advertising campaign with the strapline "Don’t let white marks ruin your image", which broke earlier this week and involved icons such as Elvis Presley, Steve McQueen and James Dean.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
Latest jobs Jobs web feed
- Vice President Marketing Communications Direct Recruitment £75,000 - £79,000, London
- Account Director - Integrated - [Digital / Promotions] - Dynamic agency! to £49k Fill Recruitment Ltd £45k - £49k + superb bonus & benefits, Central London
- Partnerships Manager Ball & Hoolahan £60,000 per annum, London
- Head of Marketing - Luxury Ball & Hoolahan £70,000 + benefits, London
- Brand Manager Ball & Hoolahan £38,000 per annum, South East
- Brand Communications Manager Ball & Hoolahan £40,000 + benefits, South East