David Brent made a return last month as Ricky Gervais brought his much-loved character to the big screen. Life on the Road sees Brent reappear as a sales rep long after his stint at Wernham Hogg in The Office but he still harbours dreams of becoming a big rock star.
To celebrate and drive awareness of the film's release, DCM worked with media agency MEC and distributor eOne Films to launch a unique campaign in the ad reel that would associate the character with Right Guard deodorant.
By placing an exclusive clip from the actual movie in between a Right Guard ident and the brand's latest cinema spot, Gym, cinemagoers were entertained by the creative before screenings of films such as Suicide Squad and Jason Bourne.
Watch DCM's case video to find out more about how the campaign was received below.