Unilever has launched a new TV spot in Brazil for its new foot deodorant, Rexona Efficient: “Acknowledgment / Reconhecimento”.
The spot was produced by Lowe and its partner agency Ponce Buenos Aires. Ponce Buenos Aires also produced the spot for Unilever´s Axe/Lynx “The Cleaner” at the beginning of this year.
At Ponce Buenos Aires, the art director was Nacho Perez De Muro and the copywriter was Nicolas Chanseaud. Mario Crudele and Lucas Cambiano were the creative directors and Ricardo Armentano, Analía Rios and Joaquín Cubria, general creative directors.
The ad was directed by 300ml, the Brazilian creative duo Manitou Felipe and Bernardo Dutra, at Park Pictures. Julain Romera was the production designer and Marcelo Moraes, was the editor of the spot.
The original music was created by Salmón Osado.
The ad is an acknowledgment to the power of feet and shows the marvelous things and actions hard-working feet can produce. The spot includes footage of ballet dancers, soldiers in the trenches, a marathon runner, a man walking home through snow and a woman wearing strappy high heels.
Initiative is Unilever’s media planning and buying agency.