SURE: It Won't Let You Down

When I ran the Sure business, the annual challenge was to find a new and interesting way to execute the brand idea of "unbeatable dryness".

As a team, we wanted to create advertising that was so epic and heroic in tone, that it could sit alongside the next Mission Impossible trailer. I like to believe that, in some small way, this vision helped inspire Stunt City. 

When we presented this work to the client, we put on one hell of a show. We hired an Audi showroom (at the time they were seen as the high performance automotive brand, shaking up the category), we created this amazing mood film about stuntmen and Ed Morris made one of the most eloquent presentations I have ever witnessed. The clients loved the work so much that they decided to circumvent research and go straight into production. Arguably, it's the best film in the brand's long history.