Havas London - E45 - Different Days - Ad Analysis

This E45 ad is a textbook example of a legacy brand executing a strategic repositioning. For decades, E45 was the go-to, no-frills cream for dry skin conditions, a staple of the pharmacy rather than the beauty aisle. [5, 6] This campaign, 'Straight Up Skincare,' featuring boxer Nicola Adams, is a deliberate and well-executed effort to move the brand into the daily lives of a younger, more active consumer. [7]

The core insight is powerful in its simplicity: women in the modern world feel 'bombarded' by overly complex beauty and wellness messages. [4, 7] E45's strategy is to be the antidote. By choosing Nicola Adams, they embody this 'straight up' ethos. She isn't a traditional model; she's a world-class athlete whose success is built on hard work and dedication, not fuss. This lends immense credibility to the product. Her demanding lifestyle—training in Leeds, flying to San Francisco, socializing—becomes a compelling demonstration of need. [2, 4] Her skin goes through a lot, so when she says it 'needs a little bit more,' the audience believes her.

The execution follows a classic Problem-Solution framework. The first 15 seconds establish the 'problem': a high-performance life takes a toll on your skin. The quick cuts and energetic music create a sense of demand and stress. The second half delivers the 'solution.' The pace slows, the music softens, and we see the moment of care with the new E45 Rich lotion. The line 'It's everything my skin needs' is delivered with quiet confidence, followed by the tagline 'Just straight up skincare.' This structure makes the product the hero and the logical conclusion to the narrative. The direction by Raine Allen-Miller is key, giving the ad a cinematic, aspirational feel that elevates the brand beyond its clinical past. [4]

The debrief for the brand team would be positive. This ad successfully translates a marketing strategy into compelling creative. It establishes a clear role for the new 'Rich' line as the solution for when your skin needs more care, without sacrificing the brand's core identity of effectiveness and simplicity. It proves that E45 can exist in a modern, aspirational context and has permission to play in the everyday skincare space, not just the 'problem skin' space.