DFGW sun cream ad for Uvistat plays on peeling prevention

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

the agency.

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.