Rexona Film Rexona: SENSITIVE ARMPITS by Ponce Buenos Aires

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Industry Deodorants
Media Film
Market Argentina
Agency Ponce Buenos Aires
Director Bryan Buckley
Executive Creative Director Raul Pineda, Walter Aregger, Hernan Ibarra Puentes
Creative Director Joaquin Cubria, Ricardo Armentano-Analia Rios
Art Director Norberto Vatrano, Gabriel Huici
Copywriter Juan Pablo Lufrano
Producer Mino Jarjoura Post, Matt Buels
Account Supervisor Cecilia Ochoa, Lucia Labougle, Victoria Garzón
Released June 2011


Cannes Lions 2011
Film Craft Lions Best Use of Music Silver

Credits & Description

Type of Entry: Film Craft
Category: Best Use of Music
Advertiser/Client: UNILEVER
Entrant Company: ponce buenos aires, ARGENTINA
Advertising Agency: ponce buenos aires, ARGENTINA
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Hernan Ibarra/Walter Aregger
Creative Director: Ricardo Armentano/Joaquin Cubria/Analia Rios
Art Director: Gabriel Huici/Norberto Vatrano
Copywriter: Juan Pablo Lufrano
Agency Producer: Roberto Carsillo/Jose Silva
Advertiser's Supervisor: Pablo Gazzera/Alejandro Helou/Julieta Echeita
Account Supervisor: Victoria Garzon/Cecilia Ochoa/Lucia Labougle
Production Company: HUNGRY MAN New York, USA
Director: Bryan Buckley
Producer: Matt Buels/Mino Jarjoura
Sound Design/Arrangement: La Casa Post Sound
Music: Artist/Title: Mandy/Ccci
Other Credits: Client Services Director: Vanina Rudaeff

Brief Explanation:
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.