Has anyone seen the Sure Advert yet for the launch of the latest Fragrance Collection anti-perspirant? I don’t mind a bit of a stretch of the imagination, but this one is so ridiculous that words fail me every time I see it. Well, they don’t actually, but they aren’t repeatable on here. For those who haven’t seen it, it features a Karl Lagerfeld-esq man sweeping down some stairs leaving a glamorous function. He is a ‘perfumier’. He leaps into his chauffer driven car and begins to wonder (aloud) how women ‘can smell great and tackle sweat’. Now, I’m sorry but that is the most incredible stretch of the imagination on its own. But, our fine ‘perfumier’ has got the bit between his teeth and decides ‘there and then’ that his fine fragrance must go into a long-lasting anti-perspirant, rather than languish in expensive glass bottles. What, really? When perfume in glass bottles starts at around £30 for 30ml and he wants his scent in a product that costs £1 for 150ml. He’s mad. He’ll be broke in no time and have to let that chauffer go. To be honest, I’m wracking my brains to think how this ever got past the drawing board on the creative team. It’s so unbelievable and actually just such a mish-mash of old ads anyway – I keep expecting a plate of Ferrero Rocher to appear – that it is thoroughly off-putting. I’d avoid the product because of the ad. And, when I went to Google it to make sure I had the words correct to write this, I Googled ‘Dove’. So, it hasn’t worked either.
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The funniest adverts/concept by a big brand I have seen in a long time… just so stupid!
The advert is also very cringe-worthy…. the mind boggles!
I liked it. I thought it was funny and a bit patronising but I liked it.
Argh, I thought this too! Not even thinking about the money, I just thought – ‘Why would you want to go from making luxury perfume to antiperspirants?’ and ‘This man must hang out with a lot of stinky women for him to have felt so passionately about it!’
Even my husband noticed and scoffed at it. Is it actually meant to be silly/a send up? It’s a bit Lynx for girls.
I’ve only seen the advert once, but it was enough. I sat there in confusion thinking “who is he then? or is he a made up character? what’s going on?” Does seem raaaather odd.
Completely agree! When I first heard “wonder” about women’s sweaty pits, I thought what weird fetish is that? “hmmm that woman is running after that child? I wonder what her sweat smells like?” I can’t get my head around it and I just think he is a bit of a perv!
aww I thought it was a bit of a send up! It didn’t occur to me it was real!
I want a deodorant that works without mingling with my perfume, I do not want to quote Grace, Lynx for women!
I raised eyebrows when I saw the bit where fake-Karl announced his intention to make deodorants, not perfume – c’mon, they are two different things! – I did think “Hmmm…. really?” but I don’t find the adverts insipid. Ridiculous but not awful.
What ARE insipid are the Haribo singing adverts! Every time one of those is played, a part of me dies.
I spat my coffee out when I saw it. Totall bullsh*t at its finest!! Thanks for this post.. glad to see someone else who noticed that!
This ad’s been running for a few months here in New Zealand (albeit under the name Rexona, which is what Sure is marketed as here). It’s awful isn’t it? And patronising, too.
Its an awful deodorant and smells horrid I really don’t see the point!
I think my exact words when I saw this advert were “Oh come on!”
I won’t be rushing out to buy Sure to replace my perfume anytime soon.
It’s just a bit of fun isn’t it? He’s obviously a made up character, but I guess deodorant is hard to package/promote attractively anyway??!
I have actually smelt this range and it’s quite nice.
It can’t be more annoying than ‘GO COMPARE’!!!
It’s a p*ss take right? I never thought for a second that they were trying to be serious in any way.
lol i think im the only crazy one who kinda thought it was umm good, lol, dont kill me everyone… but that was only until i read your post and died laughing!
I hate that advert – just don’t get it at all! Plus I bet Lagerfield sues…..