Launched at the start of the New Year, Unilever deodorant brand Degree rolled out a new US campaign fronted by NBA star Kevin Durant which sought to share some much-needed inspiration to keep moving and start sweating in 2021.
Called ‘Tears of Joy’, the hero spot is something of a celebration of sweat: which is described by the campaign as ‘the body’s way of cheering you on and helping you push through barriers to keep going’.
Athlete ambassador Durant, who himself is returning to the court with his new Brooklyn Nets team after his own season-long injury absence, discusses his own journey to push through personal and societal barriers to keep moving forward towards his goals.
The ‘Tears of Joy’ campaign message is that ‘nothing worth achieving is gained by standing still’ and that degree ‘has your back’.
The campaign was created by was created by BBDO New York and SMUGGLER.
The campaign was created for Degree Marketing Director Lucy Attley, Senior Brand Manager Chiara Grillo, Brand Manager Makeda Kefale, Associate Brand Manager Devon Hoffman and Unilever Senior Advertising Producer Arlene Fernandez by BBDO New York.
The team at the creative agency included Chief Creative Officer BBDO Worldwide & Chair Of BBDO North America David Lubars, SVP & Senior Creative Director Peter Alsante, Associate Creative Directors Joe Russomano and Temnete Sebhatu, SVP & Executive Producer Anthony Curti, Associate Producer Reid Pierce, Senior Business Affairs Manager Heather Weissman, Senior Music Producer Julia Millison, Executive Music Producer Melissa Chester, Head Of Art Production Erin Breen, EVP & Senior Director Joshua Steinman, Account Manager Christian Martinez and EVP & Group Planning Director Yin Chung.
The production company was Smuggler with Directors Rubberband, the edit house was Rock Paper Scissors, with music and sound handled by Heard City and colour by Company 3.
Comment:
The sport and exercise focused deodorant brand Degree’s philosophy is based around the belief that movement can help unlock transformative physical, emotional and social benefits and helps consumers improve their overall wellbeing.
The background to the latest campaign if, of course, the effects of the pandemic which has led to a decrease in movement rights across the world and thus a negative knock-on effect on people’s mental and physical wellbeing.
The work reflects that brand’s ongoing commitment to inspire confidence in everyone to move more and its belief that ‘nothing should hold you back from breaking a sweat and enjoying the transformative benefits of movement’.
Links:
Degree Deodorant
https://www.degreedeodorant.com/
BBDO
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