Just like people, body parts can be underestimated and remain in the shade, while all the glory and respect go to others. Unilever’s Rexona Efficient brand, which sells deodorant for feet, is rolling out a new promotion to put feet, ‘unsung heroes,’ into the spotlight. These body parts literally live under pressure and serve us all day long, but when it comes to rewarding, other body parts—hands, face, head—take it all. Whether you are a stylish woman, who wears high heels all day long, a soldier in the trenches, a ballet dancer, a marathon runner or a busy mom, your feet work hard but don’t win the glory, which is totally unjust.
The Rexona Efficient foot deodorant (known as Sure in the UK) teamed up with Lowe and Partners agency Ponce Buenos Aires to create a spot, celebrating feet, which bear a lot throughout the day to help others shine. This agency has collaborated with Unilever on a number of marketing activations for AXE, including the latest ‘The cleaner’ initiative. The advert, which has been launched in Brazil in March, will arrive to the UK later this year, but it still remains unclear when exactly it is set to be aired. See the Brazilian version of the advert above—the text of the ad for the UK market goes below.
The voiceover of the ad says: “They [feet] are the body part, which move the most. However, it is also the least acknowledged. No matter how talented they may be, fame will be for others. They are the ones that take you out of the place, when you don’t want to be there, but your feet won’t get any reward. They will bear anything, so that others may shine. And they keep on working really hard, but nothing happens. Take a mother’s feet, which never stop, and yet they are not given any consideration. And although each step has the power to change history, they will never win the glory. That is why we think the time has come to acknowledge them by keeping them fresh and dry. The part of your body that sweats four times as much as your armpits. New Rexona Efficient. The protection you already trust. Now for your feet.«