Agencia Africa’s UFC-Themed Spot for Gillette

The new, fully animated campaign for men’s aerosol antiperspirant from Gillette plays on the brand’s position as official sponsor of UFC (Ultimate Fighting Championship) in Brazil.

Created by Agencia Africa for P&G, the 60-second TV ad tells the story of the characters in an unofficial – and fictitious – MMA sub-league, the UFSWEAT, the league of heavy odours.

The fighters are ugly, dirty, and smelly. But the winner of the tournament is awarded with Gillette aerosol antiperspirant, which eliminates the bad smells. The athlete then goes on to become a UFC star, and a sweet-smelling one.

The film animation was produced by Brazilian studio Techno Image, in partnership with the Swedish animation studio Meindbender – responsible for, among other works, Cartoon Network’s vignettes. The campaign will also include digital and point-of-sale executions.

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