The London Underground will go on strike, during the hottest month of the year, and still people will need to get to and from work and other places. Enter this antiperspirant brand "Sure" topical ad campaign, telling people that even if the tube stops, they don’t have to. They might bike, walk or take one of those silly little scooters to work, and if they do they'll need a good antiperspirant considering the heat. "However you beat the tube strike, Sure keeps you fresh with every move". Good timing, and healthy alternatives (although biking in London is dangerous I hear), this strike will have the added benefit of being a daily workout. A bit like when the escalators in Stockholms subway died, and Reebok turned it into a 'workout a day' boot camp.
Cheer up, Londoners, it'll be over soon. Meanwhile stock up on Sure.
ad agency: DLKW Lowe