Jenny Chan 陳詠欣
Jun 3, 2013

Beiersdorf's campaign uses Kai Ko as star for Nivea Men in China

SHANGHAI - Skincare brand Beiersdorf has launched a nationwide advertising campaign in Greater China for Nivea Men that stars Taiwanese actor Ke Zhendong, also known as Kai Ko.

wide player in 16:9 format. Used on article page for Campaign.

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

Campaign Asia

Related Articles

Just Published

23 hours ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

1 day ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

1 day ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

1 day ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.