Marks that Matter

This week Degree UltraClear unveils its latest campaign in the US and Canada, spotlighting the indomitable spirit of athletes and movers everywhere, led by none other than NBA phenomenon Giannis Antetokounmpo.

The brand and the athlete join forces to reframe marks of movement and inspire confidence, after a new Degree research* found that 82% of consumers in the US feel the need to compromise between sweat protection and stains to their clothing.

Further quantitative studies** revealed that 54% of movers experience a loss of confidence due to movement marks, with 46% contemplating giving up their sport or physical activity altogether.

So driven by the pervasive impact of sweat and stain marks on consumer confidence, the new social-first campaign developed by AMV BBDO showcases how Degree UltraClear’s nonstop protection against white marks allows movers to focus on the marks that truly matter, the ones earned on the court, field, or in pursuit of their passions.

NBA star Giannis Antetokounmpo, renowned for his relentless dedication and unwavering resilience, serves as the ideal ambassador for the initiative. The campaign's centerpiece is a poignant 60-second film featuring Giannis alongside a diverse cast of athletes, including a para-climber, roller skater, and soccer players. The scenes follow them as they push themselves to their limits, get knocked back down, yet get right back up again despite their scrapes and bruises, while Giannis talks about basketball, his playing style and his “tattoos”, the sport marks he’s received over the seasons.
Shot in a documentary-style by director Luiza de Moraes, through Fresh Films, the films use a mixed media approach that blends boomerangs, photographs, and home video-style sequences that show the athletes marks and movement stories, over unscripted dialogue from Giannis.

The "Marks That Matter" campaign coincides with the launch of Giannis Antetokounmpo's Amazon Prime documentary, "The Marvelous Journey", offering fans an intimate look at the athlete's extraordinary trajectory both on and off the court.

The hero film is part of a wider integrated campaign that celebrates the marks that movement leaves on the body - the cuts, scrapes, bruises and calluses. A series of 15-second ads will feature marks as a physical reminder of the hard work, determination and resilience of everyone who moves.