Just one week in and the World Cup has already served up highlights galore from nerve-wracking matches to the quite frankly bizarre opening ceremony and a lone Scot amongst the Uruguayan fans at last night’s match, but the real star of the tournament has been the referees’ new magic spray.
Used to mark the distance players should stand from the ball, the vanishing spray leaves a neat line of white on the pitch and it was only a matter of time before some crafty deodorant company saw the correlation between that and the dreaded white marks some deodorants leave on clothes. With a little help from DLKW Lowe Sure has gotten its head down to deliver this clever tactical ad, reinforcing its invisible anti-white mark protection. We love a bit of real-time marketing here at The Drum and take our hats off to Sure for being so quick off the mark (ahem). Agency: DLKW LoweGlobal Creative Director: Christine Jones Creative Team: Seb Housden, Ben McCarthyPlanner: Lex RobinsonMedia Agency: PHD
