Naked Communications has put together a PR and online campaign for skincare brand Oxy, and there is little doubt that it is one of the grossest campaigns ever created. Viewers beware.
Clearly it's a pretty big call to say an ad is the pinnacle of grossness, but if you have the stomach to watch this spot, you will see we are not far off the mark.
The campaign specifically targets males aged 13 to 18 with skin problems.
Naked Communications partner Adam Ferrier said: “We pride ourselves on finding the right solution to the presenting problem. This video, although difficult to watch for some, will tickle the target markets interest and get people to try Oxy.
“The idea came from the simple insight that guys like watching videos of guys squeezing big pimples. It speaks to our target much more authentically than the glossy, cheesy work of Oxy’s big spending competitors. We believe this work will result in mass trial of the brand, and change consumer behaviour towards Oxy.”
Debra Smith, marketing manager at Mentholatum – which manages Oxy – said: “We gave Naked a challenging brief, to build interest in the brand and generate trial, all off a limited budget. The strategy they have developed is spot on – and we look forwards to seeing the results.”
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