Tuesday, May 15, 2007

ELAVE EXPOSES IT HAS NOTHING TO HIDE WITH NAKED VIRAL SPOT


Elave has exposed its controversial new
  • viral 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 chemicalfree; 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, slides are inspected – all by a completely nude research staff. A staff who - 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”.
    The 60 second viral is live at
  • Elave Lab


  • Credits:
    Director: Brendan Donovan
    Title: Elave Lab - Nothing to Hide
    Production Company: Prodigy NZ
    Client: Elave
    Post Production: Images Post

    28 Comments:

    Anonymous Anonymous said...

    First nando's now this.

    is schoolboy tits and bums humour a special category in Award this year?

    1:27 PM  
    Anonymous Anonymous said...

    this is exactly the sort of work that makes me

    proud to say I work in advertising

    1:34 PM  
    Anonymous Anonymous said...

    Visit the campaign site at www.nothing-to-hide.co.uk

    3:52 PM  
    Anonymous Anonymous said...

    cant play it???

    4:05 PM  
    Anonymous Anonymous said...

    Credits:
    Director: Brendan Donovan
    Title: Elave Lab - Nothing to Hide
    Production Company: Prodigy
    Client: Elave
    Post Production: Images Post
    Hair and Make-up: ?

    4:10 PM  
    Anonymous Anonymous said...

    I reckon that guy in the background had a 'lazy lob' on.

    What do my fellow creatives think?

    4:21 PM  
    Anonymous Anonymous said...

    Mortgage Choice have been using the Nothing to Hide strategy, in fact the very same words in their TV voice over, for over 2 years on free to air... The spot features a Mortgage Choice representative wearing a completely see through business suit as he strolls through the street on his way to the office. He is naked underneath - although his bits are tactfully concealed throughout the commercial. So I doubt if this Naked spot could be labelled original. Great eye candy though...

    4:30 PM  
    Anonymous Anonymous said...

    what's not to like? apart from the peckers

    5:18 PM  
    Anonymous Anonymous said...

    Nice work guys....
    can I have the casting tapes?

    5:44 PM  
    Blogger david said...

    Brilliant. it made the news on BBC and people around the office has been talking about it. Admittedly I do work in advertising office.

    6:19 PM  
    Anonymous Anonymous said...

    4.30pm: Everyone hates you.

    6:20 PM  
    Anonymous Anonymous said...

    Did Prodigy write the ad? Because they don't seem to be mentioning any agency or giving anyone else any credit.

    6:30 PM  
    Anonymous Anonymous said...

    Love it!

    8:13 PM  
    Anonymous Anonymous said...

    i feel like I've seen this idea about a billion times, though usually the bits are hidden.

    9:10 AM  
    Anonymous Anonymous said...

    Did the creative agency responsible have a conflict of interest with an all ready established world wide client? I guess that if they did they cant be seen to be promoting this piece of work as there own.

    9:31 AM  
    Anonymous Anonymous said...

    Terrific!

    We get to look at naked women on the net at work without getting fired.

    Should be more of it.

    (What? It's an ad? Oh.)

    10:03 AM  
    Anonymous Anonymous said...

    ..It works for me

    10:26 AM  
    Anonymous Anonymous said...

    So now we really know what goes on at the Ponds InsTITute!

    3:31 PM  
    Anonymous Anonymous said...

    What I found kinda odd was that all of the talent have porn-star pubes (or a certain lack thereof). That's all fine for mens' jazz mags etc., but this ad is supposed to appeal to a mainstream audience that presumably includes women. I know brazilians are en vogue at the moment (and the majority of younger women at least bikini wax) but the 'hollywood' (all off) is has got to be a bit more controversial. Especially on the lead talent. It's all just a bit creepy ya know? Any women posters care to commment?

    4:05 PM  
    Anonymous Anonymous said...

    According to Duncan's TV Land, Ovelle has seen a 500 per cent rise in sales, both online and in the High Street, since the campaign was launched on May 5.

    4:10 PM  
    Anonymous Anonymous said...

    The full Braz is more common than you might think. Maybe you've always just gotten the hairy end of the stick, 4:05.

    11:15 AM  
    Anonymous Anonymous said...

    4.05 it's a personal care products site. Ask your art director - he/she will tell you the talent needed to be the sort of people who would be into personal maintenance...

    2:47 PM  
    Anonymous Anonymous said...

    Anyone know the name of the presenter/actress?

    11:08 AM  
    Anonymous Anonymous said...

    Does anyone know who the speaking woman is? She's got an amazing body!

    12:09 PM  
    Anonymous Anonymous said...

    11.15 - as a sydney single, it's my experience that while the 'braz' is popular, the the 'all-off' is (rightly) regarded as a bit paedo. i think most women would agree.

    4:48 PM  
    Anonymous Anonymous said...

    Clothing should really be optional in such a pretty, giant glass studio. Nice lighting effect.

    12:25 AM  
    Anonymous Anonymous said...

    WHATS the spokeswomens NAME?? anyone know?

    3:05 PM  
    Anonymous Anonymous said...

    WTF? Why close your eyes, crew? Is there some great sin in just being nude?

    2:44 AM  

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