Modern Marketing

Nicola Adams stars in straight-talking punchy campaign for E45

By John Glenday | Reporter



Creative Works article

August 20, 2018 | 3 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.

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.


Nicola Adams reprises skincare ambassador role for E45

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.”

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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: Different Days by Havas

By E45

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