Greek tennis star Stefanos Tsitsipas fronted a new campaign for Unilever antiperspirant and deodorant brand Rexona led by a self-deprecating hero spot.
The digital-first marketing push, which launched across the brand’s social channels and the player’s personal platforms in the final week of April, plays on the 22-year-old player’s movement and speed around the court.
The stylish, yet silly video plays on Tsitsipas’ reputation for smooth and speedy motion: he is also known as a player who seldom sits still. So the comic spot, titled ‘Move’, sees the tracksuited sports star appear whenever anyone needs a spot of antiperspirant.
The campaign was created by agency The Newtons Laboratory and helmed by Filmiki Productions Director Vassilis Bourantas.
Comment:
This memorably oddball ad sees Tsitsipas, the youngest player in the ATP’s Top 10, turn in a delightfully self-deprecating role and will further enhance his growing reputation of an athlete ad ambassador.
The Greek player, who has a solid social media following with 1m Instagram followers, 225 Twitter followers, 207,000 Facebook followers and 175,000 YouTube followers, is becoming increasingly popular with brands.
He became the face of Rexona in July 2019 and also has endorsement deals with Wilson, Adidas and Rolex, as well as being the brand ambassador of a social welfare cause called Mazi Gia To Paidi.
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