The billboard is part of a campaign to launch Sure Whole Body Deodorant – a UK first for the category.
With research from the brand revealing a whopping two thirds (66%) of Brits admit they use an underarm deodorant on other parts of their body, the tongue-in-cheek visuals pay ode to the unusual places that Brits can spray their deodorant using the new range.
While those brave enough to have a smell may be bracing themselves for a strong stench, they will instead be rewarded with the pleasant smell of fragranced oils, as featured in the product range.
Alice Duffill, Senior Brand Manager, Sure UK&I says: “The Sure research found that 67% of the UK admit to fearing B.O. as a result of sweating so we’re proud to launch a UK-first product to help Brits feel confident in their bodies. The billboard has received great engagement and we’re encouraging Brits to go down and take the smell test for themselves.”