Degree Sure Rexona

Crash Ads

Agency: AMV BBDO


Degree, also known as Sure in the UK and Rexona in the rest of the world, believes movement has the power to transform lives and, as the world's number one deodorant and antiperspirant brand, wants to empower everyone with the confidence to move however they want.

Research shows 90% of the population have experienced self-doubt when approaching a new challenge[1] but Degree, knows it takes confidence to push your limits and try something new. That's why Degree is turning their ads into protective equipment that helps keep people protected and equips movers with the confidence to smash their limits and show they are Not Done Yet.

As a brand that offers superior NONSTOP protection from odor and sweat, Degree is pushing its nonstop protection to new limits. We are teaming up with influential movers around the world, including wheelchair motocross champion, Aaron “Wheelz” Fotheringham, paralympic athlete Blake Leeper and former ASU wrestler Marlee Smith to help them push their boundaries and demonstrate the amazing feats that are possible when you feel protected. That’s where our NONSTOP protection crash ads come in.

The campaign features the brand’s NONSTOP protection message designed by world famous typographer Chris Labrooy on bespoke airbags, crash mats, helmets and gumshields. The content shows people using these “Crash Ads” to conduct impressive physical feats, enabling the brand to reach the highly engaged audiences of popular influencers in a unique way.

As part of the strategy developed with AMV BBDO, a social campaign is launching in the US and in the UK featuring content from six of the brand’s Movement Champions in the following months.

This professional campaign titled 'Crash Ads' was published in United Kingdom and United States in June, 2023. It was created for the brands: Degree, Rexona, and Sure, by ad agency: AMV BBDO. This Integrated medium campaign is related to the Household Products industry and contains 4 media assets. It was submitted 3 months ago.


Client: Unilever
Brand: Degree / Rexona / Sure / Shield
Campaign title: Sure Crash Ads
Brand team: Kathryn Swallow, Lucy Howdle, Natalie Lintern, Rachel Rose
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Directors: Jack Smedley and George Hackforth-Jones
Creative Team: Alex Duckworth, Dalatando Almeida, Michael Hughes, Kalle Everland, Jake Viner
Account Team: Matt Stimson, Anshula Bichu, Ottilie Shpazia, Anneliese St-Amour, Maciej Stryjek
Producers: Cathy Olmedillas, Rebecca Scharf, Paul Goodwin
Design: Simon Dilks
Planning: Emily Brydon
Production Partner: Fresh Films
PR agency: Edelman US
Typographer: Chris Labrooy


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