Re-Civilized or Uncivilized?

Nivea ad

Twitter is a-titter about a new campaign from Nivea. I think Draft fcb did it but I’m not certain. The overall campaign’s theme is “Look like you give a damn” so we know, up front, it’s going to court controversy (the Christian right doesn’t like it when people day “damn.” Damn.). The campaign shows a black man about to throw an afro-clad head far, far away. There is a version with a white guy who looks like he’s going to throw a Jesus head but apparently what irks people is that the headline on the ad with the black man is “re-civilize yourself”. So it’s clear Nivea and its agency wanted to get “earned impressions” by being controversial but it’s bad for the brand in the long run. Unlike the successful Old Spice campaign “The Man Your Man Could Smell Like”, this one is getting press by harkening back to a dark time in this country’s past. Dumb, dumb.

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