Rexona
What’s That Smell?
In Egypt, only 19% of the population uses deodorant. (2018/2019 Stat)
The majority rely on less effective alternatives. But when it comes to personal hygiene, it’s not just about staying fresh. It’s about protecting your image.
To convince people to make the switch to Rexona, we tapped into a powerful motivator: social fear. In a society where reputation matters, the idea of being outed for smelling bad is a nightmare.
We brought this fear to life through a series of surreal, comedic TVCs. Each spot follows a protagonist in an everyday situation, until someone near them catches a whiff… and lets out a full-body scream. T
o heighten the absurdity, we overdubbed a woman’s high-pitched scream onto male characters. The result was a bold, exaggerated reminder: don't risk it. Use Rexona.
The TVCs
We created three films, each dramatizing a different social nightmare:
"The Bus Shock", "The Lecture Shock", and "The Gathering Shock".
Each spot tapped into a different lifestyle and age group, while the bus scene could represent any woman on her daily commute to work or otherwise, the lecture focused on a university student, and the family gathering hinted at an older or recently married woman navigating in-laws or social expectations.
The recurring scream became the campaign’s signature, injecting humour, creating instant memorability, and exaggerating the fear of being the one who smells.
The Campaign was shortlisted for Facebook’s Blue Awards in 2019.
