The campaign ‘You Can’t Handle the Truth’ took a ‘dry humour’ positioning to delight consumers while increasing brand relatability. The usual association for Right Guard is an active lifestyle – performance during sports. Timing the campaign around the World Cup was a fantastic way to strengthen that association. The competition triggers many emotions in fans: pride, joy, and at times, heartbreak. As a contrast, the campaign, aimed to trigger humour.
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Right Guard wins ‘Best Branded Content’ at the European Sponsorship Awards
The ads in the campaign showed England Football players answering questions under the pressure of a lie detector test. Using the hashtag #DontSweatIt, they tried to answer the question truthfully while trying not to sweat. Intimidating the football players was Amelia Dimoldenberg, with her dry and witty interrogation style and difficult questions. The unique content and delivery of the campaign achieved a positive business impact: uplifts in consideration (29%) and purchase intent (30%).
Right Guard put big names under the test – football players in the England National Team and Clubs: Kyle Walker (Manchester City), Theo Walcott (Everton), Jamie Vardy (Leicester City), Jesse Lingard (Manchester United) and many more.
Find the ads in the Right Guard YouTube page.
At the awards ceremony, the campaign secured a win for Right Guard against Etihad Airways, Nationwide Building Society, PayPal and P&G.
This is not the only award that the campaign has won. It won “Best Use of Content” by Media Week Awards, which are the most highly prized awards in UK commercial media. They recognised the same campaign for its innovative and creative approach which also delivered a positive business impact
