Australian singer Gabriella Cilmi has just won six Aria awards in Australia, taking out Best Female Artist, Breakthrough Artist: Single (Sweet About Me), Breakthrough Artist: Album (Lessons to be Learned), Best Pop Release (Lessons to be Learned), Highest Selling Single (Sweet About Me), and Single of the Year (Sweet About Me). Perhaps part of her success has been linked to her song, “Sweet About Me”, being used to sell deodorant around the world this year.
Unilever used Sweet About Me to promote Rexona (Sure in the UK) upside down roll-on deodorant, designed for the European market. Cilmi’s line, “The world’s a better place when it’s upside down”, ties in with the roll-on technology demonstrated by the model (Lisa Marie Stelly) in the commercial.
Click on the image below to play the video in YouTube
The Sure Upside Down advert, “No Smoother In the World”, was developed at Lowe London, by creative Steve Paskin.
Filming was shot by Paul Hunter at Sony Picture Studios in Culver City, California.
Gabriella demonstrates the line, “There’s nothing sweet about me”, in a series of pranks in which males are strung up, tied up and taped down. Add to over 11 million views of Gabriella Cilmi’s music video for Sweet About Me on YouTube.