Natural deodorant brand Fussy shares a 90s-style rap music video complete with Dragon’s Den star and investor Deborah Meaden showing off her dance moves alongside aluminium aliens.
The music video is the result of a collaboration between the deodorant brand and advertising agency 10 Days, which culminates in an epic rap battle set to their very own track ‘Believe the Fuss’.
In the film, which launched on YouTube and social media on 2 October, coconut, grapefruit and sunflower face off against the pore-blocking aluminium in a showdown between nature’s finest and the unnatural ‘baddies’.
“Aluminium, Paraben no one invited you! Fussy is all natural natural – yes – you know it’s true”, sing the characters, before chanting the earworm chorus “F U S S Y”. Meaden, naturally, makes a cameo in the film.
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The campaign also sees discarded single-use antiperspirant bottles being turned into a limited-edition vinyl record which is being hand-delivered to Unilever HQ Fussy CEO Matt Kennedy.
10Days Longer co-founder Jolyon White said: “Our goal was to create a campaign that not only informs about the advantages of natural deodorant but also inspires people to feel confident and excited about making the switch.”
“By leveraging the nostalgia and energy of 90s rap, we’ve developed a message and song that resonates and sticks.”
