Sure: Watch Me Move

Sure, the UK's No1 deodorant brand, has unveiled its global Watch Me Move campaign with an impactful television advert and content hub, featuring people who have faced judgement for not meeting society's idealised version of a 'mover'. Coinciding with the Tokyo 2020 Paralympic Games, the Watch Me Move campaign is part of the brand’s mission to challenge stereotypes and encourage greater inclusivity within the movement space. Debunking societal misconceptions, the emotive advert has been shot with a diverse group of eight content creators and athletes, whose unique stories are also featured on the Sure Watch Me Move hub. The inspirational video aims to celebrate those who defy society's ability standards, and empower those who face judgement and work towards a future where people of all abilities feel the confidence to move. The new Watch Me Move campaign from Sure follows a consumer study that found one in two UK adults do not feel represented by sports advertising, athletes on TV and on social media. The research found that this results in a fear of judgement that stops 53% of UK adults from moving, a figure that increases to 58% for those with disabilities. This is despite the fact that nearly one in five working UK adults are currently living with a disability.