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When you know that your sweat isn’t going to give you away,
you feel confident enough to get away with saying or doing anything.

The campaign would have idents on programs like ‘Would I Lie To You’ and sponsor the lie detector on Jeremy Kyle.

Sure would launch an ambient campaign where it claims ‘lies’ in the real world. From political slogans to marketing claims, because every lie with confidence is an ad for Sure.

On social media Sure interacts with people lying with confidence and make topical posts everytime a lie sees the light of day.