Spykar deo moves needle from sexual attraction to action, with ‘censored’ film

StrawberryFrog India has created a film for Spykar deodorants.

The film builds on the operating category premise of increased sexual attractiveness through use of the deo. It moves a step further to show a young man making out with a series of women who attack him, attracted by the fragrance. These racy scenes, featuring international models, are pixelated - leading to the brand’s message of ‘Live Censored’.

“Breaking the boring pattern of deodorant advertising will not only build greater momentum for the brand, it will lead to growth, new customers and a bigger business," said Scott Goodson, chairman, StrawberryFrog.

According to the agency, the self-censoring of saucy scenes pokes fun at the category and the moral police.

Raj Kamble, managing partner and CCO, StrawberryFrog India, added, “We’ve decided to have fun with pixels and create a rebellious campaign to support the 'living censored' idea. I think the youth of our country will love it because it's daring, different and naughty, yet within the imposed rules. Our hope is that this will be their movement.”

Mansi Pabrekar, MD, Staark Accessories (licensee of Spykar deodorants), said, “Spykar has always been an edgy youth denim brand. With our foray into deodorants, we wanted to push the envelope and take our imagery to a whole new level. The brand remains contemporary and highly stylised, with relevant category cues worked in. But when it came to the advertising, we were very clear – let’s create a conversation, not just a commercial."

A shorter edit of the film will air on TV. Digital and social activations around the theme ‘Live Censored’ will be rolled out alongside.

Credits

Managing partner/CCO: Raj Kamble
Head of strategy: Arun Raman
Head of films: Shridhar Bhave
Copywriter / creative director: Timmy Verghese,
Art director: Sumit Chaurasia
Client servicing: Srijani Sammadar
Production house: Neonlight Pictures
Director: Jake Wynne
Executive producer: Karan Singh
Producer: Chris Gane
Music: JSM Music, New York