Havas repositions RB’s E45 with boxer Nicola Adams

RB (Reckitt Benckiser as was, or maybe still is) is repositioning E45 as “straight up skincare,” away from its medical roots, in a new campaign from Havas.

So it’s signed up double boxing champ Nicola Adams, now a professional, to show that this girl can too.

Straight up docu-ad but nicely shot and Adams is an inspired choice.

MAA creative scale: 7.

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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.