Brand Barometer: Nivea's latest viral campaign reviewed

Nivea: Stress-test
Nivea: Stress-test

Social video expert Unruly evaluates Nivea's latest viral campaign, with "ones to watch" from River Island, Ejaf and Coors Light.


The ad is already attracting a lot of shares

8 / 10

Nivea: Stress-test

Airports are stressful places. So imagine how much more stressful if would be if you were accused of being an escaped criminal. That's exactly what happened to some unsuspecting German travellers who fell into Nivea's dastardly trap. The skilfully shot ruse shows the victims panicking as they see themselves on newspapers' front pages, described as 'dangerous and unpredictable'. It comes to a head when burly uniformed men appear. However, it transpires that they are there simply to deliver a Nivea deodorant formulated to stave off stress-induced sweat.

The ad is already attracting a lot of 'shares'. First of all, it's hilarious, a key factor. It's also a bit mean. Some viewers have complained that it goes too far, sparking a lot of debate online.

Last but not least - and this is the case for a lot of experiential ads - it makes the viewer put themselves in the victim's position. How would you react?

Ones to watch: viral hits from this week

River Island - Making of Rihanna for RI pt two

River Island pushes its tie-up with Rihanna in the second of a two-part online series. In this instalment, the singer describes her favourite pieces in her first collection for the fashion chain.


EJAF - What is in Ai Weiwei's blood?

The artist Ai Weiwei created this 60-second film to mark 20 years of the Elton John AIDS Foundation. It features the words 'Love is in our blood' over drops of blood and the sound of a heartbeat.


Coors Light - Music

This VCCP-created ad is the seventh in a campaign featuring actor Jean-Claude Van Damme - and, now, a wolf. Brand-owner Molson Coors has again put it on YouTube ahead of its TV debut.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material