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.