Deodorant brand Denver from Vanesa Care has rolled out a TVC conceptualised by Shop Advertising.
The film is based on a boxing match. One of the boxers (identified in an official note as Artem) exults after a successful fight, and is congratulated by fans. The film turns back in time as a voice over says, ‘Behind every success, there is extreme sweat’. It tracks the winner back from the ring and winning punch to when he was practicing, sweating profusely. He’s seen spraying on Denver Xtreme deo, as the brand introduces the product with ‘double sweat defence’ and promises a ‘performance guarantee’.
Saurabh Gupta, CMO, Vanesa Care, said, “While a man is going through struggle and extremities to achieve his goals, his deodorant is also struggling to keep up with him. While they are training, and once they have achieved, a deodorant should be the last thing on their mind while being on the world stage. That's where we bring Denver Xtreme, which has double the power of any regular deodorant and doesn't let the user down in any circumstances.”
Naved Akhtar; chief creative director, Shop Advertising, claimed, “This is one of the first advertisements in personal care category which has been shot in reverse. In the film we have shown success and struggle of a boxer as the opening climax, and then focused on Denver Xtreme deodorant which was the reason behind his confidence and success.”
Saket Govind, brand manager, added, “Denver as a brand stands for those who do not give up against all odds and achieve success under any extreme challenge. We believe that this advertisement has been successful in bringing out the true Denver identity. If Denver Xtreme deo can work with boxers (or athletes) then it will surely perform excellently with a regular user.”
Client: Vanesa Care
Brand: Denver Xtreme
CMO: Saurabh Gupta
Brand manager: Saket Govind
Agency: Shop Advertising
Writer and chief creative director: Naved Akhtar
Production house: Passion Films
Director (film): Vivek Das Chaudhary