Bicoastal/London-based Park Pictures directing duo 300ml exposes widespread disregard for our most-active body part in the new :60 “Acknowledgment” for Rexona out of Ponce, Buenos Aires. Co-produced with Labhouse, Buenos Aires for the Latin American market, the :60 is a veritable love letter to feet showcasing how they perform in wartime, peacetime, class time and more.
“Acknowledgment” opens on a runner’s feet pounding pavement in a 1979 marathon. The super “FEET” appears, followed by voiceover, “Let’s talk about feet. They are the body part which move the most. However, it is also the least acknowledged.” We see artfully composed shots of ballerinas, biker boots, beautiful high-heeled women, and more as the voiceover continues, “No matter how talented they may be fame will be for others.” A 50s era film star shows off her hands before planting them into cement. “[Feet] will never win the glory. That is why we think the time has come to acknowledge them by keeping them fresh and dry,” declares the voiceover, in addition to, “The part of your body which sweats four times as much as your armpits.” The Rexona Efficient product appears, along with the supers, “The protection you already trust, now for your feet.” The Rexona logo and tag “It won’t let you down” close out the spot.
Titles: “Acknowledgment” :60
Agency: Ponce, Buenos Aires
Production Company: Park Pictures/Labhouse
Director: 300 ml
Executive Producer: Flora Fernandez Marengo
Producer: Maria Jose Garofali
DOP: Lula Carvalho
AD: German Zecchi
Production Designer: Julain Romera
Editor: Marcelo Moraes
Post Production: Che Revolution Post