Nivea: Thermal image, 3

Nivea Deodorants. For those who need protection most.

Advertising Agency: Giovanni + DraftFcb, Sčo Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo John, Sidney Araújo
Art Director: Darcio Estaliano
Copywriter: Guilherme Aché
Illustrator: Fábio Vido

July, 2007


Davosk's picture
4815 pencils

So this stuff cuts off the blood circulation to the preasure points under the arms. Logically, you would show a thermal image of a person with excessive body heat in the under arm area if you were to illustrate those who need protection most. The line doesn't relate to the image.

brandsurgeon's picture
693 pencils

Davosk, I understand where you're coming from, but I think there's another angle to it. I think that the team were concentrating more on the end-benefit expression, like the "Use blah, blah... snd stay cool all day no matter what" idea. But you do have a point. Line could have tied in much better to reflect end-benefit.


Most times, worst enemies used to be best friends...

ivan's picture

Technically you're correct.

sloppy4's picture
1494 pencils

actually, having had the misfortune of working on antiperspirants, they don't keep your underarms cool at all. the aluminum in the antiperspirants literally blocks your pores, preventing sweat from coming out. the temperature isn't affected at all.

interestingly, aluminum is commonly found in the brains of alzheimer's patients. might wanna switch to deodorants.

1838 pencils

This immediately made me think that it cools you down, which it doesn't. So this just irritates me. Potentially damaging for the client as a result.

We're going to need more lube.

sold's picture
3305 pencils

they just tried to get cannes level with this "new-image-one-phrase" way of advertising.
in my opinion they dont hit the level and generate more doubts than sales.
this kind of image (thermal) have no relevance to the target, i suppose.

gieltman's picture
40 pencils

good idea, bad copy - too far from the visual
would be better for a deodorant with some cooling system, I think

JELLYGOOSE's picture
88 pencils

This doesn't happen to me when I run well actually mostly I sit but... are we looking at a lie right now? Call an athlete and ask him. Nivea deodorants doesn't stop your blood circulation. I hope Nivea never produces something about erection.

dcgroppo's picture
239 pencils

This works for gatorade to, just put the guy blue... anyway that isn't the idea here... so... i guess this qualifies as crap to, student copy, obvious visual.

phoamcor's picture
1284 pencils

Ever run?
(1) You sweat all over.
(2) You don't give a shit about (1)
(3) If you do sweat all over and you stink you don't give a shit either


B2B's picture
104 pencils

Very see-say.

mondo's picture
142 pencils

he only sweats under his arms? ...alright.

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