Olympic Boxing Champion Nicola Adams Promotes 'No Fuss' Skincare for E45

Spot Targets Women Confused by Complex Health and Wellbeing Messages

By Alexandra Jardine. Published on Jul 31, 2017

Editor's Pick

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.

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Jul 31, 2017
Havas London
Category Marketing Manager:
Kate Sweeney
Senior Brand Manager:
Lindsay Forbes
Executive Creative Director:
Ben Mooge
Creative Director:
Elliot Harris
Joe Williams
Dave Mygind
Business Director:
Ainhoa Wadsworth
Account Director:
Matt Ramage
Account Manager:
Sophie Amodio
Head of Strategy:
Chantelle Begley
Planning Director:
Bianca Petroff
Production Lead:
Louise Bonnar
Agency Producer:
Joseph Ogunmokun
Print Executive Producer:
Maggie Roberts
Production Company:
Peter Knowles
Finn McGough
Production Manager:
Lucy Chambers
Production Designer:
Nathan Parker
Director, Photography:
Chris Sabogal
Costume Designer:
Lucy Hagan
Costume Designer:
Tom O'Dell
Edit Company:
The Whitehouse
Mark Burnett
Assistant Editor:
Amber Saunders
Matt Turner
Absolute Post
Post Production Company:
Absolute Post
Post Production Producer:
Belinda Grew
Online Lead:
Zee Stoitchkov
Online Assistant:
Elliot Platt
Online Assistant:
Jack Kennedy
Nicola Adams
Audio Post Production:
Nick Angell
Audio Post Production Company:
Angell Sound
Soundtrack Composer:
Ashley Bates
Sound Company:
Adelphoi Music
Executive Producer:
Maggie Roberts
Diane Sagner
Dipping Sauce
Elizabeth Bukonova
Casting Agency:
Talent Republic

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