Ad of the Day – September 27 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ariad Communications
  • Location: Toronto
  • Client: Degree (deodorant)
  • Name: Do:More
  • Category: Film
  • Why I like it: Solid, even inspiring – which is rare for a deodorant ad. It might seem daunting to compete in this category, where such a big splash has been made by Old Spice and Axe. The only way around this wall is to go right through it: Degree stakes a claim as the anti-Axe (teen males wanting to get laid), and the anti Old Spice (tongue-in-cheek hipster cleverness).What do they stand for? Real life, where real men and women sweat and suffer and strive to overcome. It’s no-nonsense, very gritty, and it piggy-backs on a very current US cultural trend of “extreme group exercise” (muddy buddy races, Crossfit, etc.) Executionally, it takes a slightly non-conventional route…you think this is going to be about how these war veterans are doing the best they can within the limits of their injuries…but soon enough you realize there are no limits, and they will run right over you if you get in their way. Most good deodorant ads make me smile, and don’t ever bring up images of sweating…this one made me want to go running. If breaking through the category clutter is the first step, then: mission accomplished.

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