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By Amy Houston | Reporter

April 6, 2022 | 3 min read

Sure deodorant is on a mission to challenge what it means to be a ‘mover’ in its relatable new spot created alongside agency partner AMV BBDO.

‘Not Done Yet’ pinpoints that often it’s a lack of self-belief, judgment from others or even straight-up exhaustion that holds us back from doing the things we love. Aiming to combat that doubtful little voice in our head, the antiperspirant brand wants to help people gain confidence in those moments by ensuring that they don’t need to also worry over sweat or odor.

In the film, viewers are introduced to Lya, a professional drummer who has played at many leading venues and festivals; Jesse, the first blind rock climber to lead the ascent of Old Man of Hoy in Scotland; and Khadijah, a black belt in kickboxing and Muay Thai who is teaching women to defend themselves amid rising hate crime and Islamophobia, among many other inspiring people.

“Society mostly celebrates winners, not tryers, creating a negative cycle of failure and diminished motivation. Life is about trying, moving, failing, pushing through self-doubts and breaking limits,” said Kathryn Swallow, global brand vice-president at Sure.

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“However, the confidence to do this is not distributed equally. Societal fitness standards are fueling self-doubt that stops so many of us from moving freely. We’re on a mission to change that. We are fighting for a world where everyone has the confidence to move more, regardless of sexuality, gender, race, disability and body shape.”

AMV BBDO worked on the campaign, which is live now in the US and in the UK, and by the end of the year it will be activated in North and South America, Europe and South East Asia.

“No one got anywhere that mattered without stress and discomfort. ‘Not done yet’ is the attitude that helps everybody move forward,” added Jim Hilson, deputy executive creative director at AMV BBDO.

“It’s that extra bit of confidence to help break through your plateau, whatever that is, to get somewhere new. Everyone is feeling like they need a bit of resilience and grit to go again after the two years we have just had.”

The project will be amplified by TV, digital, social and influencer campaigns, as well as partnerships with Manchester City and Chelsea FC.

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