If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
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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
Campaign Proposition
The "Believe the Fuss" campaign for Fussy, the UK’s leading refillable natural deodorant, positions the brand as an effective and entertaining alternative to conventional antiperspirants that rely on aluminium and parabens. The campaign’s core value proposition emphasizes Fussy’s all-natural, sustainable formula that combines efficacy with environmental responsibility, showcased through its probiotic, plastic-free refills and refusal to test on animals. By confronting the “battle against BO” through a humorous and memorable 90s rap battle, the campaign conveys that switching to natural deodorant can be both fun and impactful without sacrificing performance.
Strategically, the campaign leverages the cultural resonance of 90s rap nostalgia and contemporary concerns around personal health and sustainability to engage a younger, environmentally conscious demographic that values authenticity and entertainment in advertising. The creative approach uses vivid VFX and humor, personifying natural ingredients and harmful chemicals as characters in a lyrical showdown, making the brand’s message accessible and memorable. This distinctive artistic direction, paired with witty, original music and an innovative recycling stunt—transforming competitor plastic waste into limited-edition vinyl—reinforces Fussy’s commitment to circular economy principles and challenges incumbents on both efficacy and environmental fronts. The campaign’s integration across film and media platforms, combined with direct-to-consumer availability through major supermarkets and online channels, reflects a holistic market strategy aimed at increasing behavioral change through persuasive storytelling and brand differentiation.
Creative Device
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign is a textbook example of the Parody or Borrowed Format device. The entire creative pivots around a 90s rap music video pastiche, complete with a staged rap battle inside an armpit, playful performances by literal ingredient characters, and comedic "aluminium aliens." Leveraging 90s nostalgia and pop culture music video tropes, it satirizes both the genre and the deodorant battle itself for entertainment, using Deborah Meaden’s celebrity for extra fun, while delivering the product message through the parody structure rather than a straightforward narrative, demonstration, or symbolism.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Native – Market Positioning
Native focuses on effective, aluminum-free deodorants with simple, natural ingredients and cruelty-free formulations. It emphasizes transparency and accessibility through direct-to-consumer sales and retail partnerships, positioning itself as a trustworthy, everyday natural alternative for consumers seeking clean, gentle, and odor-fighting deodorants without compromising on performance.
Schmidt’s – Market Positioning
Schmidt’s positions itself as a pioneer in natural deodorants with a strong emphasis on vegan, cruelty-free, and environmentally conscious products. Known for its wide variety of distinctive natural scents and plant-based ingredients, Schmidt’s combines potency with sustainability, targeting eco-aware consumers who want natural solutions that deliver without synthetic chemicals.
Dove – Market Positioning
Dove leverages its massive brand equity to position its deodorants as clinically proven, gentle on skin, and effective against odor and sweat. While not fully natural, Dove promotes inclusivity and skin health, focusing on dermatological care and mass-market appeal, significantly differentiating itself by reassuring mainstream consumers looking for reliable, hypoallergenic deodorants.
Ritual – Market Positioning
Ritual differentiates through a premium, science-backed approach to natural deodorant, integrating clean ingredients with rigorous research and transparency. It appeals to wellness-oriented, health-conscious consumers seeking trustworthy, toxin-free formulations that marry efficacy with minimalist branding and lifestyle integration, emphasizing routine and self-care.
Sustain Natural – Market Positioning
Sustain Natural targets environmentally and socially conscious consumers by offering natural deodorants made with organic, sustainably sourced ingredients and recyclable packaging. The brand promotes ethical transparency and inclusivity, expanding beyond deodorants into a holistic natural personal care range that aligns with green living and mindful consumerism trends.
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