The launch advertising for Lady Speed Stick Invisible, by Toronto shop Young & Rubicam, is expected to cross the border into the u.s.

The spot, entitled ‘Invisible Dress’ marks the first time creative from y&r for client Colgate-Palmolive Canada will be used in both countries.

The 30-sec. television commercial, introducing Mennen Lady Speed Stick Invisible antiperspirant, went to air early this month.

The creative, which features an invisible woman in a red sleeveless evening dress, conveys the no-white residue message and links the name ‘Invisible’ with Lady Speed Stick.

Philip Durocher, Colgate-Palmolive category manager, body care, says Lady Speed Stick Invisible is targeted to women who are still using traditional white stick antiperspirants because they have found that other no-white residue products, gels and clear sticks, are either wet and sticky upon application or are less effective.