E45 MILLIONS

ClientRECKITT BENCKISER
Category A01. OTC Medicines
TitleE45 MILLIONS
Product/ServiceDERMATOLOGICAL CREAM
Entrant HAVAS LONDON, UNITED KINGDOM
Idea Creation HAVAS LONDON, UNITED KINGDOM
Production HAVAS LONDON, UNITED KINGDOM
Credits
Name Company Position
Elliot Harris Havas London Executive Creative Director
Dave Mygind Havas London Creative Director
Simon Connor Havas London Copywriter
Stephen Cross Havas London Art Director
Ainhoa Wadsworth Havas London Managing partner
Matthew Ramage Havas London Account Director
Patrick Cahill Havas London Head of production
Louise Bonnar Havas London Deputy head of production
Joseph Ogunmokun Havas London Agency producer
Laura Davies Havas London Strategy Director
Rosanna Owen Havas London Strategist

Write a short summary of what happens in the film

In a category first, we made a skincare commercial with a sense of humour. We see a series of crafted snapshots of our everyday audience being presented to us in unmistakably British landscapes, as our no-nonsense voiceover talks about them… With an unmistakably British sense of humour. We are taken on a visual tour of Britain’s skin. From the millions of problems, to the one solution: E45. This film ‘tells it like it is’ through a ‘showing how it actually looks’ approach. No soft focus, no faux science, no celebrity. Just British people and their diverse spectrum of skin conditions, colours, and ages.

Tell the jury anything relevant about the cinematography.

E45 is a product that does exactly what it is supposed to, no more no less. So, we wrote the brand line “Straight Up Skincare”. British people have a tough time working out what skincare is right for them. With National Health Service budget cuts, long GP waiting times, and even longer referral times to dermatologists, many consumers aren’t getting the care that they need and are looking to the internet for answers. That’s where it REALLY gets confusing. So, the time is right for a skincare brand to do some straight talking. Something people can relate to, and that people think “is for people like me”. E45’s purpose is to help rid people’s lives of complications so they can focus on the more important things in life. This campaign was all about taking the guesswork (and B.S.) out of skincare.