Natural deodorant brand Fussy has taken a bold, nostalgic leap with the launch of its first-ever YouTube ad—a 90s-style music video featuring Dragon’s Den star and investor Deborah Meaden. This quirky yet eye-catching campaign takes place in an unexpected setting—inside the armpit of a gym-goer—and pits nature’s finest ingredients against their not-so-natural rivals in a BO-busting rap battle.
The Showdown: Nature vs. Aluminium Aliens
In the video, aptly titled The BO Battle, Fussy’s natural ingredients—coconut, grapefruit, and sunflower—face off in a lyrical showdown against aluminium, the core ingredient found in mainstream antiperspirants. The battle is anything but subtle, with life-sized fruits and flowers taking centre stage in a head-to-head rap fight against the pore-blocking properties of their aluminium foes. Deborah Meaden adds a fun twist, showing off her dance moves amidst the chaos.
The catchy, 90s-inspired hip-hop track Believe the Fuss is a far cry from typical advertisements. With its infectious earworm of a chorus—“F U S S Y”—the video makes sure it’s not one you’ll be skipping.
Why a Music Video?
Fussy’s creative approach is all about breaking the mould of traditional advertising. Forget the old-school “buy-our-stuff” model; this campaign aims to educate while entertaining. The music video, produced in collaboration with advertising agency 10 Days, taps into the nostalgia of 90s rap to drive home Fussy’s message that natural deodorant is the way forward.
Jolyon White, co-founder of 10 Days, said, “Our goal was to create a campaign that not only informs about the advantages of natural deodorant but also inspires people to feel confident and excited about making the switch. By leveraging the nostalgia and energy of 90s rap, we’ve developed a message and song that resonates and sticks.”
The Ultimate Recycling Flex
Fussy didn’t stop at just making a fun music video. They took the fight against conventional deodorant one step further by turning discarded single-use antiperspirant bottles into a limited-edition vinyl record. In a grand gesture, Fussy CEO Matt Kennedy hand-delivered the record to Unilever HQ, sending a clear message to the major players in the deodorant market. This recycling move not only highlights Fussy’s eco-friendly ethos but also gives their competition a literal spin.
Deborah Meaden Joins the Fun
Deborah Meaden’s cameo in the music video adds extra flair. Known for her business acumen on Dragon’s Den, Meaden’s fun, energetic performance in the video showcases her playful side, aligning her with Fussy’s mission to make natural deodorant mainstream.
Fussy’s campaign, launched on YouTube and social media on 2 October, is a refreshing, creative take on deodorant marketing. With a rap battle, vinyl records, and an eco-conscious message, the brand is proving that going natural doesn’t have to be boring—it can be bold, nostalgic, and a whole lot of fun.
Reference: https://www.getfussy.com/blogs/news/believe-the-fuss-we-ve-just-dropped-our-first-ever-youtube-ad
