In this Australian campaign by deodorant brand Rexona, an ordinary guy called Barry Ogden is really proud of the fact that he's something of a celebrity in his hometown -- but blissfully ignorant as to why. He gets special seats at restaurant, his own office at work, and people pointing at him on the bus. Perhaps his initials, B.O., are a clue: the campaign advocates that you don't become famous for it.

The online campaign is by JWT Sydney and directed by Dave Wood at Plaza. It's the first creative work for Rexona from the agency. Simon Langley, the executive dreative director, said in a statement: "Sometimes you can be famous for all the wrong reasons. We wanted to use humour to highlight the fact that some people are completely unaware that they have bad body odour, and challenge them to consider whether they are using the most effective products."