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Agencia Africa's UFC-Themed Spot for Gillette

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Antiperspirant characters fight to eliminate heavy smells in new animated film

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.


Client: Procter & Gamble
Product: Gillette aerosol antiperspirant
Agency: Africa

Copywriter: Andre Pinheiro
Art Director: Alexandre Prado / Bruno Couto / Alvin Shiguefuzi / Fernando Drudi
Executive creative director: Sergio Gordilho
Creative directors: Sergio Gordilho / Alexandre Prado / Eco Moliterno
Head of digital: Eco Moliterno
Agency producers: Rodrigo Ferrari / Patricia Gaglioni / Anderson Rocha
Client services team: Marcio Santoro, Cecilia Duarte, Manuela Ramalho and Marina Damato
Planning: Ana Paula Cortat, Marcia Neri Rosenberg and Marcos Blinder

Media team : Luiz Fernando Vieira, Felipe Santos (Pipo), Rodrigo Medeiros, Kaline Lessio and Thiago Aimi
Production company: Techno Image e Meindbender
Directors: Pedro Conti, Tiago Hoisel and Derek Henriques
Executive producers: Guilherme Proenca and Michael Bengtsson
Director of photography: Pedro Conti e Tiago Hoisel
Post production: Tiago Hoisel and Pedro Conti
Editing: Pedro Conti, Tiago Hoisel and Derek Henriques
Sound production company: La no Estudio
Sound producers: Vitor Santhiago and Nuno Bianchi
Voice over: Cesar Marchette, Flavio Faustinone, Felipe Monaco and Rhoodes Lima
Client approval: Juliana Azevedo, Leonardo Romero, Wesley Murkin and Julia Asakawa

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Africa, Tue, 20 Aug 2013 09:55:58 GMT