Turkish people don’t like two things: (1) using deodorant in their daily routine and (2) looking dirty and the dirt itself. Convincing Turkish consumers to buy deodorant is challenging since they believe that they don’t need it at all. So, we need to change the way we communicate our product and find a new need state. We conduct a research and we found that Turkish people consider yellow stain as a dirt with bad connotations such as earwax, dirty water or even urine. A bad odor may not kill no body but a yellow dirt is not acceptable for them. And even the idea of having a stain is some occasions is enough to make them scared. On the other side, social pressure is important for Turkish society since they have a lower “individuality index”.

White shirts. Yellow stains. Walk of Shame. The film follows the unfortunate story of a chap who causes a catastrophe every time he lifts up his arm. From helping a neighbour, to riding the tube, even asking for the bill, the day turns into hell.

The horrified reactions of the folks around is captured in dramatic slow motion. Thank god for the waiter who slips him a can of Rexona, allowing him to call a cab with confidence. The Copy at the end says Use Rexona for Yellow Stains.