Pitiless Pits

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Only the Brits could get away with this - it's even too close to home for the Canadians. We're treated to a faux TV news report in which an unsuspecting employee's deodorant is put to the test, as the office building he's in after hours is under assault by a wrecking ball. As the tower begins to disintegrate around him while he frantically races for the elevator, the uncomfortable 9/11 overtones are thick, at least on this side of the pond. When he finally staggers out of the building, the newsman who's been narrating actually sticks his face in the man's armpit for the deciding sniff. Quite impressively insane.

Client: Gillette Right Guard Agency: Abbott Mead Vickers BBDO, London AD: Simon Langley CW: Richard Morgan Director: Happy/Smuggler/Arden Sutherland & Dodd Editor: Rick Russell/Final Cut, London Effects: Framestore CFC, London

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