Really, really different.
And really, really shitty.
Consider the following new sunscreen ad from Nivea:
AdWeek reports on a telling verdict:
Ready for a sunscreen-shitting seagull?
Sir John Hegarty, co-founder of Bartle Bogle Hegarty and all-around advertising legend, was jury president of the Titanium and Integrated Lions at Cannes this year. And his jury recognized plenty of brilliant work, including the Titanium Grand Prix winner, REI’s #OptOutside campaign.
But at the press conference announcing the winners, Hegarty didn’t open his remarks by talking about the top-notch work. He opened by mentioning a Nivea campaign that was so shockingly wretched, it’s a wonder it was entered at Cannes at all. In fact, it’s a wonder it’s not a parody.
His voice dripping with sarcasm, Sir John told the assembled journalists: “One [campaign] we debated long and hard was the flying seagull from Nivea. Without question, this was one of the pieces that caught our attention. … The big, big problem is kids on beaches don’t have enough sunscreen on. They run around and it rubs off. So they developed a [robotic] seagull that flies across the beach and basically shits suntan cream from Nivea. This is, as you can understand, something we had to take very seriously.”
“This is, without question, at the cutting edge of technology and brand integration,” Hegarty continued. “I think actually they’re also teaming up with the Royal National Institute for the Blind, because if you get this stuff in your eyes from the flying seagull, you’ll probably need special attention.”
At this point, Hegarty was done with the sarcasm. “You should see it,” he said. “It’s the most stupid thing I think I’ve seen in my whole life. I actually thought the Monty Python team had gotten together and entered it into [Cannes], to see if we would vote for it.”