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

Published On
Nov 22, 2022
Man with sunburn in shape of England flag

Editor's Pick

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.

 

Fan paint sunscreen in a box

Credits

Date
Nov 22, 2022
Client :
Lifejacket
Agency :
Havas-London
Co-Founder :
Billy Boulos
Chairman & Chief Creative Officer :
Mark Whelan
Chief Creative Officer :
Vicki Maguire
Global Executive Creative Director :
Elliot Harris
Creative Team :
Sam Adio
Creative Team :
Ken Abalos
Account Team :
Hollie Loxley
Account Team :
Matt Ramage
Account Team :
Irina Patrichi
Agency Producer :
Hannah Levy
Agency Producer :
Stefanie Price
Assistant Agency Producer :
Lucy Farrell
Assistant Agency Producer :
Elvin Musiriza
Head of Communications :
Faye Raincock
Comms Director :
Ollie Dearn
CSO/Head of Strategy :
Britt Iversen
Planner :
Adam Hinson
Designer :
Darta Losane
Designer :
Morgan Shipley
Designer :
Sam Adams
Designer :
Josh Toogood
Designer :
Sarah Butler
Photographer :
Alan Powdrill
Photographer Assistant :
Chris Parsons
Photographer Assistant :
Lola Smith
Casting :
Andrew Conner
Makeup Artist :
Deanna V'Icevska
Media Agency :
Havas Media
Media Agency :
Talon Outdoor
Media Team :
Jamie Finn
Media Team :
Shenney O'Hara
Content Agency :
Havas Studios
Content Team :
Katie Keith
Content Team :
Steven Hamon
Content Team :
Adam Javes
Content Team :
Femi Anderson
Sports & Entertainment Agency :
Cake
Team :
Kat Harding
Team :
Charlie Piggott
Team :
Kimberley Broadbent
Team :
Charlie Hugill
Team :
Amelia Palfreyman
PR Agency :
Red Havas
Team :
Rachel Sansom
Team :
Georgina Thompson
Team :
Neil Johnson
Team :
Fariba Ghazizadeh
Team :
Andrew Szwajkowski

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