DEGREE STRESSES COMEDY IN NEW CAMPAIGN
By Adnews Staff
Lever Pond's has launched a new "adult" advertising campaign for its Degree anti-perspirant. Created by the Toronto and Vancouver offices of Palmer Jarvis DDB, the campaign, the tagline of which is "Body-heat activated Degree. For any degree of stress," depicts stressful adult situations that have been exaggerated. Targeting men and women in the 18-34 year-old age group, the campaign includes television ads, interior transit, point-of-sale and washroom posters. The new campaign broke mid-February with the launch of two 30-second national spots in English and French. The first spot, called "Lingerie", features a woman dressed in lingerie approaching her partner three different times in an attempt to seduce him. The first time, the partner is seen sleeping, the second time he ignores her and the third time she opens the bedroom door to discover him posing in matching lingerie. In the corner of the each scene, a stress barometer shows the woman's stress growing. The second spot, called "Hey Lenny", shows a man at a bar being approached by several people asking if he remembers them. The first person is a tall, nerdy character, the second a body builder and the third a pregnant woman. Again, the stress meter rises with each situation. Degree's new "adult" advertising campaign runs until November.