The campaign, with television and online executions until July, adapts for China the Nivea Men’s’ global creatives, which launched in April, and is targeted at men in their 20s for their daily skincare needs.
Draftfcb’s spot is an action-packed narrative that uses wacky first-person camera shots to depict the various “oil challenges” that Ko's character faces each day.
The TVC includes imagery of dirt-bike riding, jealous girlfriends, greasy car mechanics, and oiled-up body-builders to demonstrate the “in-your-face” nature of oily skin problems that exist for the target market.
The idea behind the campaign is that using Nivea Men gives greater confidence, said Andy Chan, executive creative director at Draftfcb China. The approach of easy-going masculinity is "quite distinct" in the male facial care category for China, he said.
Ko's appearance is helping to drive impact of the campaign, which is banking on his fame from winning 'Best New Actor' at the Golden Horse Awards. He made his acting debut in the film You Are the Apple of My Eye.
Client: Beiersdorf China
Agency: DraftFCB Shanghai
Executive Creative Director: Andy Chan
Creative Director: Marc Wang
Art Director: Gary Li
Copywriter: Sandy Gao
Producer: Ruby Leung
Account Servicing: Josephine Pan, Fanny Cai
Production House: PPI Shanghai
Director: Lin Jin He
Post-production: Digital District Shanghai
Exposure: TV, online