Cannes Lions

SHIELD FOR MEN ANTI-PERSPIRANT

LOWE BULL , Johannesburg / POND'S / 2003

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Three Soldiers behind enemy lines have to blow up a bridge in the rain. The matches, needed to ignite the fuse, fall in the water. One match is kept dry under his armpit - ensuring that they can blow up the bridge. Shield anti-perspirant enabled him to save the day.

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