Directing duo 300ml of Park Pictures teamed with Buenos Aires production company Labhouse to give feet their long overdue due on behalf of client Rexona foot deodorant via Buenos Aires ad agency Ponce.
This :60 shows how feet are snubbed time after time–a marathon runner whose winning medal gets draped around his neck despite his feet having done most of the work; a ballerina whose handprints are placed in cement; a woman whose other body parts are the sensual focus, propped up by ignored high heels; soldiers whose feet carry them through the battlefield yet whenever a brave warrior gains hero status, a bust of his head, neck and chest is memorialized.
A voiceover affirms that feet “will never win the glory. That is why we think the time has come to acknowledge them by keeping them fresh and dry.” The means toward that end is Rexona Efficient, which gives loving care to the feet, the bodypart that sweats four times as much as the armpit.
Park Pictures and Labhouse co-produced the spot.
India’s Official Oscar Entry, Which Failed To Make The Cut, Tops Bollywood Awards Show With 10 Wins
The film that was submitted as India's official Oscar entry but failed to make the final list of nominees has swept the International Indian Film Academy Awards, which recognize outstanding work in the country's film industry.
Director Kiran Rao's critically acclaimed "Laapataa Ladies" — renamed "Lost Ladies" for its Oscar campaign — emerged as the biggest winner at the 2025 IIFA Awards, bagging 10 wins, including best picture and best direction.
The 2023 comedy is about two veiled brides who are accidentally swapped during a train ride, and tackles issues of patriarchy and gender roles, a shift from decades of male-centered mainstream Indian movies.
"It's a rare privilege to win an award for a film like 'Laapataa Ladies.' It's been a wonderful night. It's a rare privilege to make a film like this," Rao said in her acceptance speech.
Rao's film — a rare departure from most Bollywood films, which typically feature song-and-dance routines, violence and melodrama — also won in categories for best story, best screenplay and best actress in a leading role.
The annual ceremony of IIFA began in the western city of Jaipur on Saturday and concluded Sunday.
Indian cinema's most recognizable names took part in the glitzy event and Bollywood superstar Shah Rukh Khan and actor Shahid Kapoor were among those who performed at the ceremony. The event was hosted by veteran director and producer Karan Johar and actor Kartik Aaryan.
The awards show also presents an opportunity for Indian celebrities to showcase their fashion, and this year was no exception. Notable figures such as Madhuri Dixit, Katrina Kaif and Kareena Kapoor Khan displayed their fashion choices on the green carpet.
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