In the spot, which launches on television next week, a group of deadly Japanese Ninjas, the enemy of Samurai warrior, are shown in almost complete darkness on a night-time mission.
All are wearing the anti-white mark Sure except one, who can be identified in the darkness by the familiar white deodorant marks and who meets a nasty end due to the attention he attracts.
Mark Cadman, Lowe managing director, said: "Setting a commercial in almost complete darkness not only provides standout against the rest of the commercials in the ad break, but is also a great vehicle for dramatising the problem of white marks. This campaign is a fresh and surprising way of talking about deodorants, traditionally a very low interest category for male users."
This latest campaign has been created by Alan Wilson and Diccon Driver and was directed by Phil Taylor of Sneezing Tree Films. It is supported by a print advertising campaign with the strapline "Don’t let white marks ruin your image", which broke earlier this week and involved icons such as Elvis Presley, Steve McQueen and James Dean.
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This article was first published on brandrepublic.com