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Havas London Marketing

Nicola Adams stars in straight-talking punchy campaign for E45


By John Glenday, Reporter

August 20, 2018 | 2 min read

Olympic boxing champ Nicola Adams has reprised her role as the face of Reckitt Benckiser-owned skincare brand E45, starring in the second ad of its 'Straight Up Skincare' campaign.


Nicola Adams reprises skincare ambassador role for E45

The professional boxer once again takes centerstage as a fuss-free, straightforward and uncomplicated figurehead, espousing the self-same qualities as the skincare products she champions.

Developed by Havas London the latest commercial promotes E45 Rich, a new premium range of skincare products, by depicting Adams and her skin through their paces on a freezing jog in her hometown of Leeds and a dip into a chlorine-filled swimming pool at her San Francisco training base.

Elliot Harris, deputy executive creative director at Havas London, said: “Nicola’s such a perfect fit for E45 and its straight-talking, no nonsense ethos that we just had to get her back.

"This campaign also boasts a supremely talented crew behind the lens, including the all-female trio of director Raine Allen-Miller, DoP Rita Yang and editor Elise Butt. Far from box ticking, that’s us selecting the best people for the job – which says an awful lot in itself.”

E45 has positioned itself as a less complex alternative to a multitude of skincare products after it found last year that 81% of UK women felt ‘completely and utterly bombarded’ by health and wellbeing messages.

Adams first introduced E45's new brand direction in July last year.

E45: advert-body-2 by Havas

By E45

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