TitleThe Scotsman
Agency
Campaign The Scotsman
Advertiser Johnston Press
Brand The Scotsman

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Media Type Television
Length
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About Stack

Latest News

Nivea Men pastiches Dostoevsky classic The Double for new ad campaign

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

screen.

“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.” 

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