This parody of a famous Nike ad highlights skin cancer risks at the World Cup
Campaign for sun protection brand Lifejacket comes as fans head to sunny Qatar
Nov 22, 2022
A new campaign is drawing attention to skin cancer risks at the World Cup, as fans head to Qatar with its strong sunshine, by parodying a famous Nike ad that featured England striker Wayne Rooney.
The campaign, created by Havas London for skin protection brand LifeJacket and the charity Melanoma U.K., aims to drive awareness of skyrocketing skin cancer rates in men. In a tongue-in-cheek homage to Nike’s iconic 2006 billboard depicting a shirtless Rooney daubed in the red and white of the St. George’s Cross, the new billboard sees a grimacing fan in the same pose but with the red marks of sunburn instead of paint. The copy reads: ‘SPF. Just Apply It.’
The ad will appear on out-of-home sites in and around London's Heathrow Airport as fans journey to the Middle East. According to Lifejacket and Melanoma U.K., fans attending this World Cup are three times more likely to get skin cancer than those attending during the 1994 and 1998 tournaments.
Havas and LifeJacket have also devised a new sunscreen/face paint hybrid called Fan Paint, which taps into the time-honored tradition of fans painting their faces in their team’s colours. Fan Paint has been distributed to England supporters’ groups travelling to Qatar over the weekend, ahead of the tournament.