Straight Up Skincare with Nicola Adams - E45 | Clapboard Ad Archive

Straight Up Skincare with Nicola Adams from E45 strips away category noise with a direct approach that leverages the celebrated British Olympic boxer’s reputation for authenticity and no-nonsense determination, positioning the brand decisively in the United Kingdom’s crowded health market. Created by Havas in Year 2017, the campaign delivers a succinct, 60-second film that foregrounds E45’s core values—trust, simplicity, and efficacy—eschewing trend-driven messaging in favor of clear, honest communication with the tagline No Fuss. No Fads. Just Straight Up Skincare. Nicola Adams’ known credibility and approachable public persona serve as the primary creative device, forming the backbone of a campaign that avoids narrative embellishments in favor of a pared-down, conversational delivery that resonates with consumers seeking straightforward, dermatologist-recommended skincare solutions. This focus on an ongoing celebrity character sits squarely in what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, a format well-suited to driving brand recall and instilling consumer confidence by aligning product promises with an instantly relatable, trusted figure. The choice to center the message on everyday skincare needs—delivered in plain language, with an absolute minimum of visual or rhetorical clutter—allows E45 to distance itself from peers who often chase fleeting fads or overcomplicate efficacy with jargon and spectacle. Havas employs disciplined restraint in execution, with no soundtrack, high-gloss visuals, or serial storytelling; instead, the film lets Adams address the viewer as a peer, mirroring the dependable, doctor-backed heritage long associated with the brand. While the platform’s media asset count is modest, the campaign’s unmistakable focus and stripped-back production affirm E45’s willingness to buck industry norms and communicate on the consumer’s terms, reinforcing category leadership among those who value integrity over hyperbole. The campaign earns 58/100 in Clapboard’s global creative archive. In a landscape where complexity often masks efficacy, this work signals that healthcare brands willing to invest in clarity and sustained persona partnerships can build enduring trust and cut through apathy in a saturated field.