Duckworth Finn Grubb Waters has created a press campaign for the
sun cream brand Uvistat, designed to show how it can protect consumers
from peeling after their holidays.
The ad is strikingly simple. A plain white page features a small sticker
in the bottom right-hand corner stating: "Don't peel." When readers peel
back the sticker, the Uvistat logo is revealed, with the strapline:
"Gentle tanning for fair skin."
DFGW's joint managing director, Tom Vick, said the idea moved away from
the industry's usual protective message to concentrate on one particular
negative aspect of tanning - peeling. "A staggering 85 per cent of
people want to return from their holidays with a tan, but a significant
amount of them return burnt or peeling," he said.
The ad was written by Matt Lee and art directed by Peter Hayes and will
run in the travel press over the summer. Media was planned and bought by
DFGW won the account in 1997 and has rolled out a number of campaigns
since, including the controversial "Should people with white skin be
treated differently?" press ad in April 2000.