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Dostoyevsky inspires new Nivea campaign from Stack

When you’re charged with dreaming up a new campaign for Nivea Men Crème moisturiser the first thing you do is repair to your library and pick up a copy of Dostoyevsky’s novella The Double. Such was the recourse of Ian Hunter, creative director of London agency Stack who wrote and art directed this new global online and social campaign for Nivea brand owner Beiersdorf.

Or he could have been thinking of the 2014 film about a man driven to breakdown when he is usurped by a doppelgänger.

Let’s see what the cultivated Hunter made of his inspiration. It wasn’t Chinese, by the way.

Beiersdorf head of digital Matt Marlowe says: “The Double tells guys a simple truth they know is true – when you feel better you do better. And using humour, while retaining the brand’s inherent masculinity, is the ideal way to get the brand into the conversations guys have everyday.”

Bit upbeat for that noted gloomster Dostoyevsky methinks.

But it’s quietly funny and to the point. So well done Hunter and Stack.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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