Laden with the immense responsibility of promoting Nivea’s 100-year anniversary, DraftFCB/London decided to veer from its existing “Beauty is…” position and bring the brand to basics.
Visually, the ad favours purity and it depicts people in intimate situations of all kinds. This is clearly also a good opportunity to see skin of all kinds — young, old, pregnant — while reminding people that Nivea’s been the trusted brand for those you touch the most. Blended in nicely is the subliminal message that it is pure and nourishing enough to support both young skin and old.
It’s not the kind of advertising that pops, but it is the kind that sticks it out over the course of time, and it serves the brand’s merits well. (Nivea cream isn’t a sexy brand that draws trembling fingers in the aisles of a Sephora, but you know you can trust it when dire straits hit at the drugstore.)
Very nice work. It’ll also be heavily supported by outdoor of the same persuasion.
