Double Olympic boxing champion Nicola Adams OBE reprised her role as the face of skincare brand E45 by fronting the second ad, called ‘Different Days’, in the Reckitt Benckiser-owned brand’s ‘Straight Up Skincare’ series.
The professional boxer takes centre stage in a campaign that aims to promote a fuss-free, straightforward and uncomplicated product: an approach that aims to link the shared values and personality of the brand and the athlete ambassador.
The narrative sees Adams (and her skin) put through their paces on a cold morning run in her home town of Leeds, followed by a swim in a chlorine-filled swimming pool at her San Francisco training base.
The new commercial, which was developed by Havas London and promotes E45 Rich, a new premium range of skincare products, is narrated by Nicola Adams herself.
“Nicola’s such a perfect fit for E45 and its straight-talking, no nonsense ethos that we just had to get her back,” commented Havas London deputy executive creative director Elliot Harris.
“This campaign also boasts a supremely talented crew behind the lens, including the all-female trio of director Raine Allen-Miller, DoP Rita Yang and editor Elise Butt. Far from box ticking, that’s us selecting the best people for the job – which says an awful lot in itself.”
The campaign was developed for the E45 team of MD Charlotte Schloesing and category manager Marian Gual, by a team from Havas London that included ECD Elliot Harris, creative director Dave Mygind, copy writer / art director Joe Williams, an account team consisting of Ainhoa Wadsworth, Matt Ramage, Sophie Amodio and agency producers Joseph Ogunmokun, Anya Williams and Claire Lillis, plus CSO Chantelle Begley and planner Rose Owen.
The media agency was Zenith, the production company was Somesuch & Co and the director was Raine Allen-Miller
Comment:
E45 continues to reposition itself as a more straightforward alternative to several skincare products after it ran some research last year which found that 81% of UK women felt ‘completely and utterly bombarded’ by health and wellbeing messages.
It was back in July 2017 that Adams first penned a partnership to become the brand’s new face as E45 took a fresh brand direction.
Adams, who genuinely uses the brand’s skincare product, helped reposition E45 as an everyday solution to multiple skincare issues – after 60 years of it being primarily positioned as a treatment for more serious conditions.
Havas London was the agency behind the initial campaign featuring Adams (with sister social media arm Cake running the PR strand and Knucklehead directing the lead TV ad,
which was supported by press ads, OOH billboards, retail POS work, plus digital and social activity.
At the time of the original 2017 campaign launch Elliot Harris, creative director for RB at Havas, said: “Nicola Adams [OBE] is one of Great Britain’s modern sporting icons. She is the first British boxer to successfully defend their Olympic title for more than 90 years, and the reigning Olympic, World, European and Commonwealth Champion. She’s also exceedingly humble, down-to-earth, relatable and straight talking. And she uses E45. Finding your ideal brand partner is one thing, executing the campaign is another. Our HKX teams across Havas London and Cake have pulled it off superbly.”
Links:
E45
https://www.youtube.com/user/e45Official
Havas London
