The more you sweat, the fresher you feel! The new Infasil communication created by the Armando Testa agency demonstrates live the incredible effectiveness of the innovative Molecule 2C contained in the Infasil 2C deodorant.
We see some people in sports gear in the modern and technologically advanced Infasil lab; they are running on innovative treadmills equipped with an elegant sophisticated system to monitor freshness. An Infasil researcher demonstrates in a simple, friendly, yet at the same time authoritative way, the clinical test that proves why with Infasil 2C “the more you sweat, the fresher you feel”. After a young girl applies the deodorant spray to her underarms, the researcher uses a crystal monitor panel on the treadmill to highlight that the more the girl sweats, the more the freshness increases as times passes. She also demonstrates that if you start sweating again, Infasil 2C starts working again, and your freshness goes up.
“The more you sweat, the fresher you feel” is not only demonstrated, it is confirmed by how self-assured the woman feels as she hugs her boyfriend who meets her in the lab at the end of the demonstration.
The 40” cut of the ad is on air in cinemas, with other cuts on TV, the web and Outdoor.
Agency: Armando Testa
Creative Director: Piero Reinerio
Art director: Tina Salvato
Copy: Chiara Demichelis
Production Company: Little Bull
Director: Pierluca De Carl