Nivea must have waited a long, long time to find its purposeful answer to Dove, the great grandmamma of all purpose campaigns. But here they are, and the societal issue they’re tackling is a biggie.
The global loneliness epidemic.
A new film, created by Publicis One Touch, spearheads the campaign. The central idea is “We are not alone in feeling alone” (thanks, Sting!). The film uses ET-style aliens to represent that feeling of “being from another planet” when you don’t feel included and part of things. But the melancholy aliens quickly metamorphose into humans with friendly words and kind gestures.
The film is part of a long-term campaign package to fight social isolation, called NIVEA CONNECT.
Now, I think the good people at Nivea and their agencies have their hearts in the right place, but there’s another connection that's missing for me.
Why Nivea? What has skin cream to do with loneliness? I can understand someone like Telekom picking up on human connection - or a food or drink brand that’s shared. In fact, Cadbury’s in the UK have had a campaign on the theme of kindness and generosity for years.
And ... there’s Coca Cola. The Nivea film reminded me of an ad from 16 years ago:
The creative idea is related - but in my view much stronger.
What stays in my head from the Nivea film? A rather mawkish melancholic mood, depressing depictions of victimhood.
And from Coca Cola? 16 years later it’s still bringing a smile to my face and I’ll be humming the song all day.
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