Empowering people to get moving without worry of odour, Rexona’s new body deodorant offers a head-to-toe solution. 

Deodorant is usually just for armpits but just 1% of body odour comes from there. 

A new whole body deodorant from Rexona (also known as Sure, Degree and Shield in different markets) has been developed to stop odour at the source. 

The product is being launched alongside a campaign from AMVBBDO that uses humour to free the nation from the restrictions of B.O. and get moving. The campaign challenges assumptions that odour comes from the armpits by humorously listing all the other parts of the body that can smell, using some tongue-in-cheek slang for said body parts.

At the heart of the campaign, an upbeat film set to the fitting soundtrack of the Soulwax track ‘Work It’ by Marie Davidson hones in on different parts of the body as people work out.

The film starts with someone reaching for a can of Sure whole body deodorant before the spot bursts into life with movement. People are seen moving their bodies, working out, dancing, and getting involved dynamically in daily life. 

The shots are layered over with cheeky nicknames for the body parts on show on screen. Audiences see ‘peach’ and ‘muffin’ paired with shots of peoples bottoms, ‘trotters’ for their feet and no prizes for guessing what ‘meatballs’ might refer to. The playful titles are a celebration of the body.

Directed by Livia Gama, through Tropical films, the creative features a diverse cast of characters confidently applying deodorant to various parts of their bodies. 

Empowering movement

The larger-than-life campaign is inspired by movement. It empowers people to feel comfortable in their bodies by showing every part of the body in motion and being honest about odour.

The campaign was born from the insight that body odour is normal and people shouldn’t let it worry them. Tackling taboos head-on the campaign offers a product that gives people the power to be in control of their odour.

 “The campaign is designed to create an unforgettable connection with consumers, highlighting the universal need for Rexona Whole Body’s complete protection that won’t let you down.” says AMV BBDO Creative Directors Jack Smedley and George Hackforth-Jones.

They added: “As you might imagine, some body part names from our long list proved tricky to get past TV networks. Search the campaign on YouTube to see the full, uncensored version!”

Using humour to face uncomfortable conversations head-on, the campaign is a celebration of the realities of sweating.