Unilever’s Sure’s ‘Watch Me Move’ Campaign Champions ‘Movement’ In A More Inclusive Way

Unilever deodorant brand Sure’s latest UK ‘Watch Me Move’ campaign leverages spiking interest around the Tokyo 2020 Paralympics and champions the ‘movement’ of people with disabilities.

The campaign emerged from the findings of a brand commissioned 2021 consumer study (by Edelman and Data Intelligence) which found that half of UK adults do not feel represented by sports advertising, athletes on television and on social media. The study also found that a ‘fear of judgement’ prevents 53% of adults in the UK from moving: a statistics which rises to 58% for those with disabilities.

The inclusive, multi-channel marketing initiative is led by a hero spot called ‘Watch Me Move’ which aims to empower those who face judgement for the different ways that they move. The ad, which debuted on 24 August, features a diverse group of eight content creators and athletes (each of who’s story is also featured on the campaign’s online hub) including Manchester City FC and England amputee footballer Sean Jackson.

The idea is that there is no ‘right way to look’ when we move and yet many people are put off exercising due to self-doubt and fear of what others might think. Based on Sure’s brand belief that everyone deserves to experience the incredible physical, mental and social benefits movement brings, the initiative aims to help break movement stereotypes and empower millions of people to have the confidence to move.

The campaign film is supported by a digital platform and social content pieces linked by the campaign’s #WatchMeMove #BreakingLimits and #Sure hashtags.

The campaign was created by Unilever’s UStudio (part of its in-house Oliver Agency) and produced by MoFilm and the production team worked with a group of directors and creators to be reflective of the communities being depicted.

“We know that people often feel hindered because of perceptions of what makes a ‘mover,’ and by shining a light on the inspirational people in our ‘Watch me Move’ film we want to start to address some of the barriers that exist when we exercise,” said Unilever UK & Ireland VP Of Beauty and Personal Care Chris Barron.

Comment:

This campaign runs under Unilever’s umbrella ‘Unstereotype’ mission: the company’s commitment to advance portrayals of people in ads and drive positive change worldwide to help influence the next generation to be free from prejudice.