Sure: advert-body-1

Deodorant brand Sure is inspiring people to get out and about without fear of being judged on their appearance.

‘Watch Me Move’ depicts a group of eight content creators and athletes take to the streets and public spaces, each of whom breaks society’s idealized image of the human body, ignoring the stares and quiet judgements of those around them.

Participants, including amputee Manchester City and England footballer Sean Jackson, weather the roving eyes of the public with defiant stoicism rather than hide away. In doing so the campaign seeks to shatter preconceived standards of beauty embodied by athletes depicted in advertising, TV and social media.