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.