UNILEVER BEGINS CLUTCH TIME CAMPAIGN FOR DEGREE
By Adnews Staff
A North American advertising campaign for Unilever's new Degree Gel anti-perspirant for men will begin in Canada on April 1. The "Clutch Time" campaign was created by DDB Chicago and Palmer Jarvis DDB. A television commercial called "Feet" targets men under 30 years of age. In the spot a winged burgler swoops down from the ceiling of an art gallery, dodging laser security beams. As he approaches the painting he plans to steal, he is warned that the floor is heat sensitive. To avoid setting off the alarm the thief applies Degree Gel to his feet, then crosses the floor and removes the painting. The tagline is "kicks-in in the clutch." The ad will air on network and specialty stations in Ontario and western Canada. The North American campaign also includes print ads in the April editions of Details, FHM and Maxim, transit posters, postcards, matchbooks and sidewalk displays in the U.S. A female version of the commercial currently being developed for the U.S. may also be released in Canada.