Nivea Fresh Active: Totally off-putting

05 Jun,2012

By Anil Thakraney


I want to congratulate the Nivea brand manager for finally smashing that done-to-death route of men’s deo advertising: There are no hot babes in hot pursuit of our Nivea dudes. What we see in the new commercial are only men. So far so good.


But from hereon, things go horribly wrong. There are many ads in India (and am sure the whole world) which bore and irritate us. But there will always be a few that piss us off so much, it leads to a rise in blood pressure with a burning desire to demolish the television set. Sadly, Nivea has managed to achieve that.


In the commercial, a group of men yawn very loudly, offensively and repeatedly. And then they use Nivea Fresh Active and starting aaahing, as if suddenly refreshed. This classic before/after trick may just have worked for a tea brand. For a deo brand, the idea sucks. And as for the execution, it never occurred to the ad’s self indulgent creators that listening to men yawn crudely is NOT entertaining or funny in the least. In fact, it’s extremely annoying.


Disastrous advertising. Guaranteed to get you agitated. I keep the remote control on the ready the moment I hear the first bloody yawn.


Rating: (On a scale of 1 to 5): 0.5 Rubbish deo ad. But half a mark for not using swooning babes.


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2 responses to “Nivea Fresh Active: Totally off-putting”

  1. Himanshu says:

    Missed Mr Thakraney’s signature Post Script in this article!

  2. Himanshu says:

    Ha ha…the before after story reminds one of the magic potions sold by Tele Shops…instant hair growth..instant weight loss…Would love to read Mr Thakraney’s take on such tele shops…

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