Nivea riffs on Dostoevsky's 'The Double' in moisturiser ad

Nivea Men has expanded the concept of the idealised self in a new 100-second brand film that riffs on a Dostoevsky novel, The Double.

The 1846 book tells the story of a government clerk who repeatedly encounters a man who is his exact double physically - but confident and extroverted, qualities that make him the polar opposite of the meek protagonist.

In Nivea’s version, we follow an ordinary man, working in an office, who is also haunted by his socially superior doppelganger. The double here is great at telling jokes, has natural rhythm, and scores a mean header. His secret? Nothing more or less than a well-moisturised face.

Nivea said the film was aimed at men aged between 18 and 30 years old, who are prolific users of social media… but not moisturiser. It will be supported by a campaign across social platforms, using the hashtag #feelthedifference.

The Double was also turned into a film in 2013, directed by The IT Crowd’s Richard Ayoade and starring Jesse Eisenberg.

Brand: Nivea Men Crème

Agency: Stack

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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