AdvertiserGemma Winks, brand manager of Nivea Body
ExposureUnited Kingdom and Europe
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.