DateX: Nivea Men has launched a comical new global ad for Nivea Men Crème
exploring what a man would do if he met his double - a person who is exactly like
him, but just a little better at everything.
The online and social media campaign, created by Stack, is inspired by the theme
of Dostoevsky’s classic novel The Double, which was recently adapted for the big
“The Double” online film is targeting men aged 18 to 30, who are prolific users of
social media, but not moisturiser.
The idea behind it that when you moisturise you just feel better, and when you
feel better you’re likely to be more confident and outgoing, which often results in
life working out well.
The film launches globally on YouTube and Facebook on Thursday, February
18th. Viewers can purchase Nivea Men Crème directly through the video with a
click. The film is supported by a social media campaign encouraging men who
don’t use moisturiser to start thinking about life’s possibilities if they unleashed
their double, using the hashtag #feelthedifference.
Matt Marlowe, Beiersdorf’s Head of Digital, said: “The Double tells guys a simple
truth they know is true – when you feel better you do better. And using humour,
while retaining the brands inherent masculinity, is the ideal way to get the brand
into the conversations guys have everyday.”