The ads use photographic techniques to superimpose white marks on the clothes of the usually stylish and impeccable global icons. The three ads run with the strapline, "Don't let white marks ruin your image".
Initiative is handling media planning and buying for the campaign, which breaks on September 27 and will run nationally on bus T-sides, escalator panels, six sheets and advertorials. They were created by Sarah Noughton, Alastair Ross and Simon Morris at Lowe.
Victoria Franks, Sure senior brand manager, said: "We wanted a stylish, eye-catching creative that would provide stand-out and be appealing to both sexes, as over half of men's antiperspirant purchasers are women.
"Our research shows that these three style icons are admired by men and women, communicating to both audiences that it is OK for a man to protect his image."
Mark Cadman, managing director of Lowe, said: "This unique campaign will create great impact and has the stature of a brand-leader like Sure."
A second ad campaign is due to break on October 4 for four weeks.
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