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Move Freely, Fearlessly: Rexona and AMV BBDO debuts Whole Body Deodorant for all-over confidence - adobo Magazine Online
Spikes Asia 2025
LONDON, UNITED KINGDOM — Rexona, the world’s leading antiperspirant and deodorant brand (known globally as Sure, Degree, and Shield), is redefining the way we think about body odor with its latest innovation: the Whole Body Deodorant range. The global launch is supported by a bold, cheeky campaign crafted by London-based AMV BBDO , urging everyone to embrace movement without hesitation and to say goodbye to the fear of body odor (B.O.).
The campaign challenges the assumption that most body odor comes from people’s armpits, by listing all the different parts of the body that might also smell. Packed with often humorous nicknames for various body parts, the visually striking work attempts to normalize the conversation around body odor, making a case for why a whole-body deodorant is exactly what we need.
At the core of this launch is an unexpected insight: only 1% of body odor comes from armpits. Yet, for too long, deodorants have focused solely on underarm care, leaving the rest of the body out of the equation. Rexona’s Whole Body Deodorant aims to change that, empowering people to move with freedom and confidence.
Kathryn Swallow, Worldwide Head of Unilever Deodorants, says : “At Rexona, we pride ourselves on giving consumers the best odor protection that won’t let you down, and we don’t think that should be limited to just your armpits – we see you, boobs / ta-tas / feet / cheesers / booties and beyond!”
AMV BBDO Creative Directors Jack Smedley and George Hackforth-Jones , say: “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.
“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!”
Sponsor
Rexona Whole Body Deodorant is available in three formats to suit every preference:
Aerosol Spray Glide Stick – Gynaecologically tested and safe for intimate areas Body Cream Lotion – Also gynaecologically tested for private parts The range features four nature-inspired scents:
Ocean Rush Active Fresh Fresh Citrus Wild Rose With 0% aluminium and dermatologically tested, the products ensure you stay odour-free, safely and effectively.
The 60-, 30-, and 15-second ads, set to air across social, TV and cinema, open in a bustling supermarket aisle. A shopper’s hand reaches for the new Sure/Degree Whole Body Deodorant. As a beat drops, we’re transported into a dynamic, music video-style montage. Directed by Livia Gama , through Tropical Films , the creative features a diverse cast of characters confidently applying deodorant to various parts of their bodies. The vibrant scenes unfold to a remix of the Soulwax track Work It by Marie Davidson, perfectly syncing the energy of the music with the campaign’s lively tone.
CREDITS
Client: UnileverBrand: Degree/Rexona/SureCampaign Title: No more F.O.B.O.Client Name: Kathryn Swallow, Lucy Howdle, Vicki Rodger and Jessica LaneCreative Agency: AMV BBDOCCOs: Nicholas Hulley and Nadja LossgottCreative Directors: Jack Smedley and George Hackforth-JonesCreative Team: Davide Mauroni, Esin Huseyin, Kalle Everland, Ant Eagle and Chelly SamwaysAgency Planning Team: David Edwards and Katherine OuldsAgency Account Team: Anneliese St-Amour, Tessa Brisbane, Carolyn Young, Safra Karim, Hollie Clarke and Jasmine CoulsonAgency Production Team: Nick Godden, Kieran O’Malley, Rhiannon Nicoll, Matt O’Brien and Stefanie PriceAgency Design Team: Kate Whitley and Ian Patrick
Media Agency: MindshareProduction Company: Tropical FilmsDirector: Livia GamaExecutive Producer: Gabriel DagostiniProduction Co. Producer: Felipe Rangel, Jin Park and Paula SoaresHead of Production: Marina StacciariniProduction company producer: Gisele CastilhoProduction assistant: Carlos André Joaquim (Dedé), Gabriela Alcantara, Lucas Aniceto1st Assistant Director: Filipe Francisquini2nd Assistant Director: Maurício ZattoniDoP: Kairo LenzBest Boy Electric: Diogo CostaKey Grip: Rodrigo de MeloProduction Design: Martim GarciaArt Assistant: Lala Mendes and Marri RicardiArt Producer: Matheus CarvalhoProp master: Tati CoelhoWardrobe Stylist: Eliza MattaWardrobe Assistant: Flavia Rossette and Alessandra JacobMakeup Artist: Fernando Andrade (Feco)Location Manager: Gabriela SalgadoCasting Director: Manu MenezesEditor: Beto AraujoEditor Assistant: Tommy PasténEditing: Ten ThreeEditor (London): Ella OliverMusic Supervisor: Big Sync MusicPost-production Company: Unit TVExecutive Post Producer: Phil DelaneyDesign and Motion Graphics: Tom Wansbrough-JonesFlame Artist: Ian BakerPost-production Company: TAG WWSound studio: Wave StudiosAudio Post-production: Wave StudiosSound Engineer: Jonny PlattPhotographer: Ricardo Vilela
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