We’re living in sweatier times. And while global warming gets most of the blame, let’s be honest: most deodorants still only cater to the polite bits.
Enter Rexona’s Whole Body Deodorant, a product designed to tackle the full map, not just underarms, but thighs, feet, breasts and yes, “down under” down under. It’s the kind of product you didn’t know you needed until that fifth shirt change of the day.
And who better to demonstrate this, uh, intimate innovation than the world’s least-likely deodorant ambassador: Martha Stewart. Queen of roast turkeys and thirsty social media posts, Stewart lends her deadpan sass to a cheeky, how-to film showing Aussies where, how, and how much to spritz.
With the precision of a Michelin-star chef, Stewart starts at the thighs — “just like a sponge cake, they need icing.” Then it’s a stern no to “free feet pics” and a breast application that involves a raw turkey (because of course it does). The final act? A gentle reminder that, yes, you can use it “down there.”
In the lead-up, Stewart gamely played along with a “leaked footage” stunt, featuring her on set with a mystery man, which fuelled online speculation until she broke character to clarify: “This isn’t a cheeky home video, it’s a cheeky how-to.” Classic Martha.
The campaign, created by Thinkerbell for Unilever, was supported by a flock of influencers from beauty, lifestyle, and DIY corners of the internet, all offering their own takes on Stewart’s now-iconic hygiene choreography.
“This work is a fun twist on the classic how-to, with Martha taking Rexona to places it’s never gone before, literally,” says Cat Williams, head creative thinker at Thinkerbell. “Who better to show Aussies the ropes than Martha F#%#!&g Stewart.”
Campaign take: With each summer getting hotter, a full-body deodorant is a clever campaign. Martha Stewart is the ultimate brand ambassador to rope in, and the script is tight, leaning on self-deprecating humour. It's quite an unmistakable cheeky style to suit the product itself. It's sure to turn heads, spark conversations, and, most importantly, keep those down under bits fresh.
Credits
Creative and earned: Thinkerbell
Client: Unilever
Media: Mindshare
Production: Rabbit
Post Production: The Editors
Sound: Electric Sheep Music
Stills: Pool Collective
