Nivea 'goodbye cellulite' by TBWA\London

Nivea, through its latest product innovation, is celebrating that most delightful part of the body, the derriere. To do this, TBWA has put together a 90-second tongue-in-cheek viral campaign featuring a 30-strong gospel choir. The execution begins in a church with the lead singer announcing that "this be a dedication to the resurrection of this sweet mother lovin' ass." The congregation then proceeds to rock the house and praise the ass while the choir sings a song about smooth cellulite-less bums. Example lyrics include: "Our skirts are stuffed with dynamite. Sing it with me goodbye cellulite." The work will be seeded on a number of websites including YouTube, Google Video and MSN Video.