Sunburn is a very British problem, Nivea tells a UK audience

Nivea is a global client for Interpublic Group’s FCB, but this new ad from the London office features a very British take on the whole sunscreen issue.

Brits are prone to think that sunscreen is just for holidays abroad, so these two ads – made in collaboration with Cancer Research UK – set us straight, with help from a character who boasts a giant, glowing sun for a head.

Patrick Albrecht, Nivea’s marketing director of Northern Europe said; “Brits tend to believe that the sun is stronger when they’re on holiday than it is at home behind clouds. Therefore, we needed an attention-grabbing campaign that stands out from the traditional norm of families on the beach, in order to help create a new daily habit.”

MAA creative scale: 6

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.