Viral advertising specialists Prodigy Films dreamt up the risqu? viral marketing campaign, as an eye-catching method of communicating the serious message that elave has no worrying chemicals in its formulations. Like the sensitive safe skincare range they’re promoting, the naked cast explain that they have nothing to hide. The advertisement is a parody of a typical white coated cosmetics ‘institute’ and is deliberately tongue in cheek as it aims to deliver a hard-hitting message about the dangers of irritants and chemicals in skincare. The minute-long online ad for chemical-safe skincare brand ‘elave’ features a full frontal view of a voluptuous blonde presenter and various male and female researchers without a stitch on. Joanna Gardiner, a 37-year-old MD of Ovelle Pharmaceuticals in Ireland, went completely nude for the controversial clip, which has become an instant hit on video sites such as YouTube. A boss believes in her brand so much that she’s stripped off naked for a company advert.
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