Elave has exposed its controversial new campaign which parodies every cosmetics and personal hygiene ad that uses a laboratory setting with one revealing twist - everyone from the presenter to the lab technicians to the research subjects are completely naked. Elave states its products are chemical free; therefore they have nothing to hide!
The audience is first welcomed to the Elave Institute, and then taken on a tour of its sophisticated and clinical surroundings. As we’re led through the highly stylised laboratory, we’re instructed on the chemical-free nature of the Elave range. Diagrams are drawn, water is tested and slides are inspected – all by a completely nude research staff. A staff that along with the presenter and the product range – have no qualms at all in showing that they have “nothing to hide”.
The risqué campaign, directed by Brendan Donovan of Prodigy NZ, strongly reinforces the message that Elave’s products contain no worrying irritants or chemicals that may be linked to serious skin conditions.
Says Donovan: “Elave is a high-grade parody with some great dead-pan performances, a few very shapely breasts, and a couple of mighty large wangers. Thanks to our very brave cast and a dedicated crew who managed to perform the entire job with their eyes shut”.
Here are the now famous 60 seconds
