A video telling a two-hour tale in which – quite deliberately – there is nothing at all to be seen. This absence of any images is intended to convey the sense of a spray as invisible as the deodorant it is promoting.

Diego Livachoff: “They kept me seated on a chair for more than two hours, making me laugh with a movie in which we couldn’t see anything! It’s like an extended version of a radio transmission. I can’t believe how they managed to convince a client to do it. Obviously, the idea has to have a sense of humor for it to work. But this idea comes from that agency, so nothing can surprise me – at least most of the things they create.”