Rexona uses Australian cricketer Usman Khawaja in new campaign
Rexona has dropped its latest ad as part of the ‘Moments of Pressure’ campaign, which reminds viewers that in high-pressure situations there’s often only one chance to succeed, and one to fail – so they need a partner who won’t let them down.
The 30-second video produced by Milkmoney is the newest addition to the short-form video series created by Octagon, which stars ‘pressure athletes’ including: James Moffat, Scott McLaughlin, Garry Rogers, Jonathan Thurston, Patrick Dangerfield and Todd Goldstein
The newest spot opens with Khawaja running onto a cricket pitch surrounded by a roaring crowd, accompanied by a voiceover explaining the intense, high-pressure nature of the professional sport, where you only have “one chance to fail” and “one chance to succeed”.
The ad finishes with the slogan “For moments of pressure – Rexona, it won’t let you down”.
- Client: Unilever
- John McKeon – Marketing Manager Rexona
- Sarah Dennis – Brand Manager Rexona
- Lauren Sutcliffe – Senior Assistant Brand Manager Rexona
- Creative – Octagon
- Art Director – Lizi Hamer, Creative Director, Octagon Asia Pacific
- Planner – Adam Hodge, Strategy Director, Octagon Asia Pacific
- Account Team – David Gregory, Account Manager, Octagon Australia
- Production Company – Milkmoney
- Director – Ethan McLean, Senior Director, Milkmoney Australia
- Producer – Matt Taylor, Executive Producer and Charlotte O’Rourke, Senior Producer, Milkmoney Australia
- Post Production – Jay Hall, Senior Editor, Milkmoney
- Audio Post Production – Stuart Welch, Nylon Studios
How Ironic.
The product is a deodorant.
The ad is a stinker.
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Almost as dismal as the current Optus one
“Hey it’s summer, anyone got any ideas?”
“How about we just get a cricketer?”
“Brilliant!”
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Still not as bad as the CBA creative. That “Howzat!??!!” ad. Painful.
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