Suremen is turning its deodorant cans into games controllers thanks to the power of augmented reality.
The 'Beat the Elements' game and special deodorant cans have been dreamt up by the creative team at iris London.
Players need to point their augmented reality cans at their webcam to face a range of testing adventure challenges, such as controlling a bike down a treacherous track.
Those with the quickest times can win cash and North Face gear.
The campaign will run for three months and is being supported by TV, outdoor and digital advertising.