Believe the Fuss

Fussy, the UK's top-rated refillable natural deodorant is gunning for the top of the charts, joining forces with advertising agency 10 Days. The result is a fresh 90s rap inspired music video with Deborah Meaden showing off her dance moves with aluminium aliens, and an epic battle between nature’s finest and the unnatural baddies.

Get ready to be transported to the depths of an armpit, where the battle against BO unfolds. With two aluminium baddies demanding to know who dares to challenge their reign. Enter Coconut, Grapefruit, and Sunflower (some of the natural ingredients found in Fussy), ready to take on the challenge. What follows is an epic rap battle set to their very own track, "Believe the Fuss." Coconut, Grapefruit, and Sunflower face off against the pore-blocking aluminium in a spectacular showdown.

With witty lyrics like “Aluminium, Paraben no one invited you! Fussy is all natural - yes - you know it’s true” and a true earworm of a chorus ‘F U S S Y’. The ad highlights the efficacy of Fussy's award-winning formula, entertaining and educating viewers in equal measure and encouraging viewers to make the switch to a more natural and sustainable deodorant like Fussy. The song plays into trending 90s nostalgia creating a anything but a “skip ad” moment with pure unadulterated entertainment. The ad and the song were both created, composed and produced by 10 Days.

Creating Vinyl out of recycled plastic

The campaign didn't stop there, Fussy has literally crushed their competitors - turning discarded single use plastic antiperspirant bottles from the incumbent big brands into a limited-edition vinyl record which is being hand delivered to Unilever HQ by Fussy CEO Matt Kennedy. It’s the ultimate recycling flex, and we’re here for it.

"At Fussy we take what we do seriously but not ourselves. So what better way to explain the benefits of switching to a natural deodorant like Fussy than making a rap video inside someone’s armpits with giant fruit and aluminium people…it makes total sense,” says Matt Kennedy, Fussy, CEO.

Fussy partnered with a specialist manufacturer, using a cutting-edge lathe cut technique, transforming potential landfill waste into this limited-edition, Fussy vinyl with their very own pit anthem. Fresh pits and fresh rhymes—what more could you ask for?

Jolyon White, Founder and Creative Director at 10 Days London, remarks: "Our goal was to create a campaign that not only informs about the advantages of natural deodorant but also inspires people to feel confident and excited about making the switch. By leveraging the nostalgia and energy of 90s rap, we've developed a message and song that resonates and sticks."

Consumers can purchase Fussy products online at Fussy.com and most major supermarkets including Tesco, Sainsbury’s, Waitrose, Ocado and more.