Magazine article Marketing

Sure for Men Offers Steamy Picture for a Cool Solution

Magazine article Marketing

Sure for Men Offers Steamy Picture for a Cool Solution

Article excerpt

Has the latest ad for male deodorant gone too tar with its images of sweaty, busty women?

They say that physical attraction is all about a person's smell -- maybe that's why selling a deodorant these days seems to revolve around sex. The first work for the Sure For Men brand by HHCL & Partners has raised a few eyebrows with its steamy content, and it enters Adwatch at number 16, with 43% recall.

The ad opens with two men waiting to be interviewed for a job -- one of them having used Sure For Men anti-perspirant. A well-presented female interviewer arrives and tells them to follow her. She shows them around the sweltering Sure For Men factory, which is heaving with busty women dressed in skimpy clothing, dripping with sweat from their work.

The candidates are introduced to an attractive worker who looks at them seductively and says: "Here at SFM we sweat so that you don't have to."

Throughout the tour, the man wearing Sure For Men remains calm and cool, while the other gets hot and sweaty under the collar. And when the interviewer offers Mr Cool the job on the spot, he laconically announces that he'll "definitely think about it". …

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