Nivea - "Dog-Shark / Fiffi"

TBWA\Hamburg

TBWA\Hamburg Hamburg, Germany

6658

Title	Dog-Shark / Fiffi
Agency	TBWA\Hamburg
Campaign	Psst, Psst ! - Beiersdorf
Advertiser	Beiersdorf AG
Brand	Nivea
Posted	November 2001
Product	Sun Spray
Business Sector	Suntan Products
Story	We see a woman playing ball with a dog at the beach as she suddenly hears the sound "Psst, Psst" from behind. Because she is so distracted, she throws the ball into the ocean. The dog chases the ball. Cut to the ball lying in the ocean as a shark swims by. Cut to a man applying the NIVEA Sun Spray. Packshot. At the end, you hear the dog howling.
Philosophy	The campaign clearly focuses on the specific type of the product - a spray - instead of already well established protection benefits. The high impact audio-visual TV spot successfully portrays the user-friendly aspects of the pump-spray, and at the same time embraces the attention-catching Psst sound of the spray with beach-activity sounds.
Problem	The NIVEA Sun Spray was a real innovation within the mass market. Advertising for sun-care brands so far concentrate on the well-known protection benefits. Real innovations were missing. Objectives: 1. Successful launch of the NIVEA Sun Spray in Europe 2. Strengthen the image of a modern/innovative brand 3. Increase of male users
Media Type	Television
Length	20 seconds
Market	Germany
Creative Director	Dietrich Zastrow
Copywriter	Martin Fuchs
Art Director	Binny-Jo Bauschke
Production Company	Peter Gird Productions
Director	Michael Middleton
Agency Producer	Johannes Parenholtz