World’s best ads ever #59: Sure’s city inhabited solely by stuntmen
We asked our readers to vote for their favorite commercials of all time. Top creatives from the World Creative Rankings and The Drum’s Judges’ Club then ranked the ads. Now, we bring you the definitive 100 best TV and video ads of all time.
In its ode to classic action movies, Sure deodorant’s 2006 commercial ‘Stunt City’ leaned into its long-term brand message that it ‘won’t let you down’.
The multi-million-dollar 60-second TV spot tells the story of Stunt City, a place where normal daily routines involve leaping out of multi-story buildings to catch the bus or smashing through bathroom mirrors just to reach the deodorant.
Lowe (MullenLowe) was the agency behind the ad, while Ivan Zacharias (Stella Artois, Land Rover, Volvo) directed. Geoff Smith was the copywriter, Nick Landon producer and Ed Morris the creative director.
‘Stunt City’ was produced by Sure when it belonged to P&G. Now owned by Unilever, its marketing has shifted away from male stereotypes.