Cannes Lions

REXONA ANTI-PERSPIRANT

LOLA, Madrid / UNILEVER / 2012

Film
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Days are long and intense for modern women.With lots of movement and stress, they might sweat and feel uncomfortable.So they need an antiperspirant to keep them fresh and dry throughout the day.The ad depicts a long, hectic day in the life of the Brazilian celebrity Camila Pitanga. She applies the new Rexona first thing in the morning and from then on the product is put to the test. Running down the stairs, rushing to get a taxi, the nerves before going live on a TV program...these are just some of the situations she needs to face. The product is so effective that the feeling she gets is of being “renewed”, a new her comes out, demonstrating how fresh and dry the product is able to make you feel. At the end of the day she meets her friends and we can see she is just as fresh as when the day started.

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