Nivea For Men has unveiled a new £2m ad to run before and throughout the Euro 2012 Football Championship, to show its support for the England team.
Created by Draftfcb, the ad echoes the ‘Chorus of Pain’ TVC which ran in March, starring Paul Ince, Les Ferdinand and David Seaman from the Euro ’96 England squad.
Terry Venables, their former England manager, silences the screams with the Nivea ‘Sensitive’ products.
Alistair Ross, head of creative at Draftfcb London, said: "Watching England's toughest stars from the '96 team reveal a softer side, made for a fun shoot, which we hope comes across in the film."
The campaign will also include print and digital as well as viral films such as outtakes and an acid house remix of the main ad, where the players rave their way through the commercial.
This will run alongside the ‘Great Football Experiment’, which saw Nivea For Men get behind Sunday League team, Ivory FC to coach them to ‘professional’ standards in preparation for a match against a team of ex-England professionals.