Giannis Antetokounmpo honors his scars in unscripted Degree ad

The only marks and scars to be ashamed of are the ones on your clothes, not on your body, Degree poses in its latest campaign for Degree UltraClear, featuring NBA star Giannis Antetokounmpo. Created by AMV BBDO, “Marks That Matter” stars Antetokounmpo in a documentary-style 60-second film as he discusses—unscripted—the way he feels when he plays basketball and his pride in the scars he’s earned. Directed by Luiza de Moraes through Fresh Films, the spot combines boomerangs, photographs and home style video sequences of Antetokounmpo and other athletes—including a paraclimber, roller skater and soccer players—as they show off scrapes and bruises. “I get a lot of marks throughout the season,” Giannis says of his experience playing basketball in the film, recalling one scar he earned during a playoff game in Miami. “Other people and go and get tattoos. I got my tattoos.” The social media campaign, launched in the U.S. and Canada on Tuesday, comes as Amazon Prime recently premiered a documentary on the basketball star on Feb. 19. It also follows a 2023 AMV BBDO study conducted for the campaign that shows 54% of movers experience a loss of confidence due to movement marks and 46% contemplate giving up their sport or physical activity altogether. The study corresponds with a 2023 Degree study that found 82% of consumers in the U.S. feel the need to compromise between sweat protection and stains to their clothing. “We recognize that every mark tells a story—a tale of resilience, determination and progress,” said Kathryn Swallow, worldwide head of Unilever Deodorants in a statement. “As a brand, we’re committed to instilling confidence and breaking down barriers to movement, even if their limit is shame constrained by society.” The hero film is part of a wider campaign that aims to celebrate the marks that movement leaves on the body. Other elements of the campaign include 15-second ads that will run on social media and highlight body marks as a physical reminder of hard work, determination and resilience, according to press materials.

Giannis Antetokounmpo honors his scars in unscripted Degree ad

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