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Deodorant Goes Sci-Fi and Flexes for Ironman

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CHICAGO Degree antiperspirant will debut a new action-packed commercial tomorrow by Bryan Singer, director of X-Men and The Usual Suspects.

A TV ad from DDB Chicago is part of a campaign to reach men and tap into their interest in high-tech sci-fi thrillers. The spot features men in the middle of heroic situations.

The commercial is part of an integrated campaign to reach Degree's male users and trumpet the product's re-engineered formula that's specifically designed for a man's body, as well as new packaging and graphics.

In addition to new advertising, Degree is launching a yearlong effort to reach its consumers where they live and breathe. A multi-year relationship with the Ironman Triathlon World Championship will make Degree the official antiperspirant/deodorant of the competition.

The Ironman relationship will provide a launching pad for a host of brand-consumer experiences, including the formation of a first-ever Ironman Team that will carry the Degree name; sponsorship of Ironman North America races that begin this April; and a nationwide search for the Degree Everyman Ironman.

Print advertising echoes the heroic story lines. Executions will appear in Sports Illustrated, ESPN, Men's Health, Men's Journal and Men's Fitness.

Degree is manufactured by Unilever in Chicago.