New work by Martin Sigal: a butcher, a biker, a crocodile hunter

Sometimes when you’re getting ready in the morning, you forget to do something important, like apply deodorant. And you may not realize it into you’re well into your day. But as these ads—shot by Martin Sigal for Rexona deodorant—teach us, it’s never too late to stop what you’re doing and freshen up.

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Photo by Martin Sigal for Rexona.

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I emailed Martin—who’s based in Buenos Aires Martin and worked with art director Norbi Vatrano at Ponce Buenos Aires—to ask him about the campaign. He says the concept was that even the strongest men’s skin can get irritated by deodorant, and for them, Rexona spray is the way.

“That was a good starting point to achieve humorous images. We only had to find the right locations, the right talents, and let the ball roll,” says Martin. “The crocodile shot was supposed to be set in a rainforest. We picked a location in the Paraná Delta, some 70 kilometers from Buenos Aires. The crocodile was hard to find, and the one that was first chosen was not big enough, so we decided to find a short Dundee. It allowed me to achieve a better proportion between the beauty and the beast.”

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Photo by Martin Sigal for Rexona.

 

“For the motorcycle man, we turned an abandoned airport into a lonely place in the middle of nowhere—the kind of place usually seen in road movies,” Martin explains. “It was interesting to explore the comedic possibilities of the confrontation between the two actors.”

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Photo by Martin Sigal for Rexona.

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Martin photographed this “butcher” in a meat-processing plant in the suburbs of Buenos Aires. “We made some fun bizarre shots that the client didn’t choose, like the butcher holding a chicken by his neck,” he recalls. “The actor really got into the part—we were almost afraid of that cruel glimmer in his eyes!”

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