We all have fears that haunt us. Clowns. Public bathrooms. Jessica Chastain’s listless, creepy stare. (No? Is that last one just us?)
For clients, a common fear is doing an ad that’s too risky, daring, or controversial. But like we always say, unless you’re a city bus driver, you don’t get anywhere by playing it safe.
Nivea in Germany recently made a ballsy move that we quite enjoyed. To promote its Stress Protect deodorant, the brand concocted a “Stress Test” in which they essentially punk’d unknowing people at an airport. Through some careful planning and on-the-spot execution, Nivea made random people think they were being hunted down by the police. Stupid, right? Why the dickens would you believe that if you knew your record was 100% clean? Just watch.