The problem/opportunity. With Dove connecting with ‘real’ women, Nivea’s serious and less-flawed approach was starting to alienate itself from its audience.
The solution. By sponsoring Gok’s Fashion Fix and using some of his more famous (ridiculous) sayings as dialogue these TV idents pushed Nivea’s branding into a friendlier more accessible position and tested highly for likability and recall. Showing how getting ready for the night out can often be the best bit, they focus on friendship and humour rather than glamour. After a fairly long conversation with the client we finally got them to agree to use ‘real’ women (actresses, not models) for the shoot and took a lot of time in casting to ensure our two ‘flatmates’ had a natural and relaxed chemistry.
Roles. Julie Seal and I were the creative team. The Director was Andrea Kapos. Production was by Red Bee.