Sure is convinced we can move beyond our limits

Everyone faces barriers to movement, whether it’s self-doubt, judgment, exhaustion, or anything in between. 

But with the release of its new campaign, Sure [aka Degree in the US, and Rexona in the rest of the world] is committed to inspiring the confidence in everyone to move beyond their limits.

Created by AMV BBDO London the 60-second spot, directed by Caviar's Darius Marder, looks to expand the view of what an everyday mover should be. It rejects the received wisdom that, sometimes, we are just too old, just not athletic enough, just don’t have the right body shape or are the just wrong gender, ability or race, all of which fuels self-doubt, impacting our confidence to move.

On a mission to change this mindset and empower people to reclaim their right to move, Sure is advocating for more diverse representation in the movement industry through the Not Done Yet platform. The message is brought to life by a diverse street cast: Lya, a professional drummer who has played at leading venues like Ronnie Scott’s and festivals such as Glastonbury; Jesse, the first blind rock climber to lead the ascent of Old Man of Hoy in Scotland; Patrick, ‘The Legend of Bethnal Green’, a grandfather who is also an internationally renowned competitive weightlifter and now professional coach; Khadijah, a black belt in kickboxing and Muay Thai who is teaching women to defend themselves amid rising hate crime and islamophobia; Fernanda, a plus-size mother-of-three who started giving dance classes in Brazil when she was 16 to support her family whilst studying in the evening; Kieron, a father of three young boys, and Robert, a Namibian born skater and sailor with a condition called Sacral Agenesis, which has stunted the growth of his legs.

“No one got anywhere that mattered without stress and discomfort," said Jim Hilson, Deputy ECD at AMV BBDO. "Not Done Yet is the attitude that helps everybody move forward. It’s that extra bit of confidence to help break through your plateau, whatever that is, to get somewhere new.”