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6 October 2021

Judge not lest ye be judged.

by Andrew MacGregor


Sure: “Watch Me Move” - 30s

British model Bashir Aziz heads this sporty piece of work for Sure deodorant. Aziz, who has a skin-pigmentation disorder called vitiligo, draws attention as he walks into a swimming pool with pale white patches over his body, but that doesn't stop him from taking the plunge. Yet a fear of judgement keeps many others at a standstill.

The brand aim to neutralize this dread as much as possible, starting with shots of amputee rock climbers, wheelchair rugby players, and senior weightlifters, et al., on top form. As more varied examples of dopamine fiends and exercise lovers appear on our screens, fear of judgement may dissipate even quicker.


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