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In its latest spot from Argentinian agency VegaOlmosPonce, Rexona does some dirty dancing in an elaborate pastiche musical number. A wholesome heroine dances through a choreographed city filled with vile people and situations to the "Mambo" music from West Side Story, all the while getting up close and personal with fish, garbage and a dirty mop, among other things. Directors Armando Bo (repped in the U.S. by Anonymous) and Baby of Rebolucion in Buenos Aires—who had never shot a musical scene before—say it was a challenge to sync the music, choreography and 50 dancers. "For us it is really great that when you see the spot you really see a Hollywood movie of the '50s," they say. "We didn't want to do a cliche of the '50s. The idea worked perfectly because it let us create delirious situations that you never saw in a musical, so the aesthetic is cliche on purpose, but the spot isn't."