By Sara Kimberley, campaignlive.co.uk, Monday, 04 October 2010 01:04PM
The ad, created by TBWA\London, features a mum and daughter messing around together, putting moisturiser on each other's faces in front of a mirror.
The second ad shows a father and son moisturising their lips with a Nivea lip balm, while fishing. The voiceover says: "Feel closer with Nivea, the nation’s favourite skincare."
Nivea took over as the sponsor of 'This Morning', hosted by Phillip Schofield and Holly Willoughby, from Mars-owned pasta sauce Dolmio. The seven-figure deal was brokered by Carat with ITV Commercial.
The sponsorship package includes broadcast, online, interactive, mobile and licensing activity.
This article was first published on campaignlive.co.uk
For the past few decades, marketing has been dominated by a mass-media paradigm. During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.