Unilever takes Impulse to next stage of advertising

Unilever takes its 'Free your arms' campaign for Impulse Anti-Perspirant deodorant to its next stage with TV, cinema and press executions breaking this week. The latest spots, by Bartle Bogle Hegarty, show men in comical life-threatening situations where a girl could save him, but is too embarrassed to lift her arms to grab the implement that could assist, because she isn't wearing Impulse. In one, a man is shackled to a car by a long chain, but the girl can't grab the wire cutters off the wall. In another, a rotating saw is moving dangerously between the man's legs, but the girl can't bring herself to hit the power switch. The campaign will run throughout the summer, with media by Initiative Media.