Epic 90s Rap Battle Against BO | Clapboard Ad Archive

Believe the Fuss

Description

In October 2024, Fussy, the UK's top-rated refillable natural deodorant brand, partnered with ad agency 10 Days to launch an innovative Film and Integrated media campaign entitled Believe the Fuss. This beauty industry campaign features a dynamic 90s rap-inspired music video starring Deborah Meaden, who shows off her dance moves alongside aluminium alien antagonists in a vivid and entertaining battle between nature’s finest ingredients—Coconut, Grapefruit, and Sunflower—and the pore-blocking aluminium baddies. The narrative transports viewers to the depths of an armpit where this epic rap battle unfolds, delivering witty, memorable lyrics such as “Aluminium, Paraben no one invited you! Fussy is all natural – yes – you know it’s true,” reinforcing the brand’s commitment to natural, aluminium- and paraben-free formulation. The song, titled Believe the Fuss, is both an educational tool and an earworm groove, tapping into 90s nostalgia to create a compelling, anything-but-skippable ad experience produced entirely by 10 Days. Going beyond traditional advertising, Fussy also executed a unique sustainability gesture by transforming discarded single-use plastic antiperspirant bottles from major competitors into a limited-edition vinyl record, embodying the brand’s recycling ethos. This exclusive vinyl, bearing the campaign’s anthem, was personally delivered to Unilever HQ by Fussy CEO Matt Kennedy, underlining the brand's playful yet serious dedication to natural alternatives and environmental responsibility. Matt Kennedy emphasizes that the campaign’s offbeat rap video inside an armpit creatively communicates the benefits of switching to Fussy’s natural deodorant. Jolyon White, Founder and Creative Director of 10 Days London, highlights that the campaign’s blend of informative content and nostalgic energy aims to inspire confidence and excitement around making the switch to a cleaner, more sustainable deodorant. Consumers can purchase Fussy products online at Fussy.com and at leading UK supermarkets including Tesco, Sainsbury’s, Waitrose, and Ocado.

Credits

Client

Fussy

Agency

10 Days

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Campaign Proposition

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