As the first brand to bring skincare to the masses, Nivea believes a little care can do wonders, both for our skin and our relationships. A smile when you least expect it, a hug just when you need one: these small acts of care bring us together in a divisive world. That’s why the brand is celebrating the people who #sharethecare, like train announcer Carl. With his positive attitude and good vibes, he brightens up the London Underground, every day, for everyone.
Philosophy
Cheil UK has recruited Carl Downer, the legendary Victoria Station train announcer, to kick off Nivea’s new brand positioning, #SHARETHECARE. Nivea has always been synonymous with care, and is now taking the concept beyond skin products and into the real world, demonstrating the effects and importance of care in in everyday life, and generating conversations around the brand’s care credentials. The film, which will be distributed across social media platforms, features Downer sharing his positive vibes and bringing a smile to people’s faces as they embark on the busy daily commute. He laughs and jokes with everyone, fist-bumps passengers, and doles out hugs to those who need them. Downer’s philosophy on life is summed up in the line, “A smile is like one of your five-a-day.” His explains his caring attitude: “In life, we’ve got to care for each other. I see myself as a human being who loves people, who gravitates towards people.”