“Rexona does not abandon you” is one of those advertising phrases that are part of the collective imagination. Now, Unilever’s deodorant brand is relaunched by the agency Lola Mullenlowe, in a campaign that updates its historical positioning, elevating it to a symbol of trust.

The proposal, titled “Rexona never, never, never, never abandons you,” uses the adverb of negation to decisively communicate that we are not dealing with a simply effective deodorant, but rather with an infallible companion in the face of daily tensions that cause sweat, nerves and lack of control. The campaign portrays with authenticity and a wink of humor recognizable situations for women around the world: from being stuck in a traffic jam to facing a difficult interview or a work setback.

According to Ben Curtis, Global Vice President of the brand, “We wanted to go back to the roots of Rexona and show that, no matter what happens in life, sweat and bad smell will never be a worry.”
This new stage seeks to remember, and amplify, what made it a reference: the security of knowing that it will always be there for those who use it. “We are reminding the world why Rexona has never abandoned us, and saying it louder than ever”summarizes Tomás Ostiglia, Executive Creative Director at Lola Mullenlowe.

It should be noted that Ben Curtis, today Global Vice President of Brand at Rexona, came to the firm after almost seven years leading the Magnum ice cream brand at Unilever. The Lola Mullenlowe agency has been the creative manager of Magnum for more than a decade and now begins this new stage with Rexona, which underlines the strategic link that exists between Curtis and the Lola team.

Directed by Darío Fau and produced by Landscape, the campaign is developed in a contemporary visual tone, with an aesthetic close to reality and an international execution that responds to the brand’s global reach. On a musical level, the piece has the signature of Massive Music and post-production by Voodoo, raising the emotional tone of the pieces. .