British Double Olympic boxing champion Nicola Adams stars in a new campaign for U.K. toiletries brand E45, espousing the brand's "no-fuss," straightforward values.
The spot, created by Havas London and directed by Finn McGough at Knucklehead, shows Adams walking around London and working in the gym. She explains how her life is very hectic with training three times a day, so she needs a moisturiser that just "does the job." It must be working, she ends by saying, because "everyone thinks I look like a teenager."
The celebrity-led spot moves away from the brand's historic medical connotations (owned by Crookes Healthcare, a subsidiary of Reckitt Benckiser, it's well known as a treatment for eczema and skin conditions), instead championing it as an uncomplicated product for everyday use. This positioning follows research by E45 which found that 81% of UK women feel "completely confused and bombarded" on a daily basis by conflicting health and wellbeing messages, and a desire for things to be less complex.