An Unapologetically Strong Idea: Unilever’s “Sure” Deodorant Does It Right

Finally, a deodorant that tells it like it is: Unilever’s Sure Maximum Protection’s advertising portrays women in all their glory.

Give five broccoli sandwiches to Sure’s ad agency, Deutsch Inc. NY. Running in 24 countries with matching print and out-of-home work, this brilliant campaign recognizes and promotes the fact that real women, strong women, sweat.

Duncan Macleod from the Inspiration Room explains beautifully:

Sweat is presented as a symbol of strength, not of weakness. Sweat is a sign that women are engaged, doing, achieving. Women are strong. And now there’s a product as strong as women are.

Amen to that.

Unapologetically Strong Print Ads

Unapologetically Strong Print Ads

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