Elave has nothing to hide. Irish company Ovelle Pharmaceuticals is promoting skin products in a risque viral campaign featuring nude actors. A blonde woman, without clothes, tells the viewer about the safe quality of Elave cosmetics products, developed with the most reactive skin conditions in mind; eczema, dermatitis and psoriasis. Male and female lab technicians wander around in the background totally naked, apparently without any sense of self-consciousness.
The video, featuring nude women and men and not safe for work, is online at www.nothing-to-hide.co.uk (now discontinued in 2010). The Elave web site states, “We stand behind our skin care products, so much so that we are prepared to go naked to prove it.” Viewers are asked to indicate that they are 18 or over. No doubt versions used in television broadcasting will be censored in some way – which would make it difficult to say ‘nothing to hide’.
Responses to the Elave campaign are just starting to filter on to the internet. Some say that this is gratuitous nudity, an unnecessary attempt to get the attention of online viewers. Others tip their hats to the courage and nerve of the company to take the risk. There is certainly a link between the sensitive skin angle and the exposure of breasts and genitals – the body parts most sensitive. The actors in the ad do not exhibit any ‘sexual behaviour’ towards one another, though it could be argued that the woman with the test tube is playing with innuendo.
Joanna Gardener, of Ovelle Pharmaceuticals, appears in the advertisement, behind a laptop.
“As a mother of three children, I didn’t think I was the right choice for the front of the advert so we went for someone a bit easier on the eye,” Ms Gardener told The Daily Mail on Saturday.
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.
Credits
The Elave Nothing To Hide campaign was developed by Saatchi & Saatchi New Zealand. Filming (in New Zealand) was directed by Brendan Donovan via Prodigy Films, New Zealand, with director of photography Duncan Cole. Post production was done at Images Post, Sydney. Film crew also went nude to put the cast at ease.
i just like to say there is not a thing wrong with this add and it so natural why is it rated at 18 it’s not sex. i am a naturist and i see naked people many times and it shows people being nude is nothing to be shy and silly about. we all need to open up more and not hide what we realy are an open mine is the best mind. (sorry got my e.mail wrong on the last one this one is right)
i kno u naked people everyday but dnt u feel horny
I would like to say I have found this ad delightful. There is nothing wrong with simple nudity. It is our natural state of being and should not provoke the negative fearful responses people have to it.
Love the risk this Co takes & assuming spokesperson is true in scripted ad, Kudos.
2 bad wont be seen in US, Great for EU & Australia.
Maybe it can Open doors more.
Maybe more ads like this from EU??
Or for Nude Rec.
It is great to see nudity treated casually and with dignity. Great ad, and I thought their website was also impressively interactive.
I normally don’t like ads, but I’ll make en exception in this case. Oh yeah!
Beautiful ad! Being a naturist I like the straight forward approach with no hype in the description of their product. I wish all ads were like this! Being naked also suggests honesty! Let’s have more in this style, that we may appreciate the true human beauty!!( this comment is in regard to “Elave” website ad)
Great ad! I love the relaxed depiction of nudity in selling a skincare product. Ad company is brilliant. Looks like their products are selling too!
Sex sells and that is all that this is. Men and women in the market are driven by a profit. Looking at this companies actions I wonder what other unethical deeds that they engage in. This add reveals a monster willing to do whatever it takes to earn a buck.
I liked the overall tone of the ad; it’s relaxing, good to look at and informative. The nudity seems incidental and only natural considering it’s advertising healthy skin care products.
can anyone tell me the name of the spokeswoman in this commercial?
Her name is Tyler-Jane Mitchel…
I found the ad lewd and base. However, I am sure it will gain the support of perverts, nudists, and other deviants. No wonder why Europe is culturally and morally on a downward slope. Here’s an interesting fact you should consider: there is a very strong correlation between loose sexual mores and a low birth rate. Europe is literally damning itself to extinction. (Perhaps that might be a good thing.)
Would you care to share the source of your statistics ! Or, is this just another American thinking that his land without history or culture is better than the rest of the world? Oh I am sorry,I forgot that the USA has highest education standards in the world, so good that they cant even spell the word colour!
slow down there, mate. no need to insult an entire nation based on your disagreement with one poster. and i take umbrage with your comments about my country. i take it you are an englishman. your nation’s history is certainly not without its atrocities and embarrassments. and on the differences in spelling words, please consider that the english you speak and write today is not the english that was spoken even several hundred years ago.
I found this ad fantastic and original. Beautiful, fullsome model completely relaxed. This ad would have been considered sexy if the model were not clean shaven. Well done, Saatchi and Eleve.
I think the model looks sexy because she is shaved–an unexpected extra feature!
Americans are so behind in the game as far as ads go. I can see if they were jumping up and down but it’s just nude bodies. You can’t even say there naked here! If you don’t like it don’t look at it.
Great advert, very natural and unsensational. Yes, nudity sells and always will, but they could have done it in a far less grown-up manner. As for the comment above about the ad being lewd and base – well, don’t watch it then !
She’s definitely a looker 😉
I would like to say I have found this ad delightful. There is nothing wrong with simple nudity. It is our natural state of being and should not provoke the negative fearful responses people have to it.
I saw the ad and think there is nothing wrong with it — and, I’m not a nudist or any other “deviant” that some previous idiot characterized. I think that some people are uncomfortable with seeing someone else’s body simply because they’re not used to it. There’s nothing obscene or sexual about our bodies unless we *think* that way and make it “dirty.”
As a nudist, in movie theaters, where the feature film includes nudity, they should show your TV commercial, showing an all nude cast, unedited, showing people the human body is not evil, dirty, or disgusting. Dove was brave to show a nude commercial, but I am disappointed they hid some of the body parts, that sends a mixed message to people.
I have noticed most of the people who have commentated on this commercial are mostly men. I wonder why? have any of you used the products they’re very good or are you just interested in the nudes? why did they not use people of all ages and sizes you properly would not think it was so hot then. get a life.
wow
Oh my, you are a sad little man John. Are you some kind of puritan God freak? We came into this world naked John weather you like it or not, thats what nature intended.
it is ok and a good idea to be nude.
ps. i realy like mexico
The advertisement is a refreashingly wonderful approach to marketing and I wish the prudish American public would catch up.
I also wish I could have responded to your comment when you posted it, John. I resent being grouped with perverts and deviants. You are a prime example of the confused sociatal morals of this country. Violance and swearing are acceptable moral norms but natural human nudity isn’t? Nudity does NOT + sex and nude is not lude. .
it is a nice i like bold people.these are our normal body part which is posessed by everyone in the world
As a naturist, I applaud this ad. Simple, natural nudity, and none of the outright “sexyness” that is often found in advertising. Yes, it was most appropriate to show breasts and genitals when you are advertising natural skin care products. Both males and females are shown completely nude in what appears to be almost equal numbers. When the ad mentions products suitable for men and babies or children, a beautiful touch was the man and very pregnant woman coming into view just at that time. There is no reason we should hide the beauty of the human body, and every reason we should be careful about what we use to cleanse and protect it. On both counts, bravo Elave!
So many naturists and lovers of the human form here all of a sudden! So why is the lady doing the ad shaved? This is what removes the ad from ‘skin products’ and ‘so natural’ comments into the murky realms of pornography. Luckily, it’s viral…
As usual, advertisers try to push the edges of what is acceptable. This isn’t. It’s laughable, tiresome sleaze.
The company, its advertising weirdos, and most the strange people posting here, all need a huge kick up the ar*e for being silly, timewasting, titillating, irrelevant and eventually boring.
It isn’t an ad for thrush!
I’m not in the habit of labelling people strange, but it seems that some people posting here find removal of body hair to be “pornographic”. The truth is that while some people remain hairy, plenty of others, naturist or otherwise, either trim or completely remove body hair, for a large number of reasons. Pehaps certain posters here would like to make comments of a similar nature to body builders or wrestlers, and risk a kick in the gluteus maximus themselves!
I can’t believe some of you people! Who do you think you are?! You can’t label others as perverts, weirdos, deviant, disgusting, immoral etc because they feel more at ease with their (and other people’s) bodies than you do!
I am a Christian myself, and I do not think there is anything wrong with this ad and, in fact, with nudity in general. God made Adam and Eve nude, He is not ashamed of His creations and neither should we!
And even if you do not agree with this ad, you have absolutely no right to go around and insult people only because they disagree with you! You should be ashamed of yourselves!!!
And I thought I was being terribly restrained…
What sanctimonious nonsense from the last two commenters. Geoff thinks its OK for people to shave themselves all over. That’s fine with me too, providing they don’t then advertise and profit from their privates in public. Johann give yourself a tick for being Christian, but don’t pull the ‘wool’ over our eyes by claiming there is nothing ‘wrong with this ad’. Without putting too fine a point on it, the blond actress has depilated her genitallia for AN ADVERT! What for? How weird is that! ‘Au naturel’, as God intended, it is not.
I’m sure the Augusts are lovely people normally. But if locked in a room with them for a protracted time, I would be, well, a wee bit apprehensive.
I viewed the ad and thought it was very good and thought out well. Can the video be obtained on vhs or dvd.
first, i´d like to clear my backround: I am not religious and I like swimming naked. But I do not clean my teeth on public – despite the fact, there is nothing wrong about it, right?
I do not make love with my partner on stage, I do not give him french kiss in full subway – although there´s nothing wrong about love, is it?
I don´t expect my accountant or lawyer to stip as a proof they have nothing to hide. And I find the idea of naked cosmetics researchers or manufacturers rather a reason why not to but those products. (Spooky imagination about hygiene associated with that company from now!) ;-))
There is nothing wrong on nudity, but I like the idea that my kids teacher wears clothes.
And although I help my grandma to step into shower, I don´t see her as too old-fashioned when she goes out in bathrobe.
I think there is far too much of glorified almost-naked singers, shaking bums, realistic sex scenes, even in Europe , where I live.
Good product does not need this sort of “shocking” adds, in my opinion.
Having sex has nothing to do with this AD so the analogy is is irrelevant. If nudity = sex than no one should strip for a doctor to be examined, especially one of the opposite sex. If what you suggest is true then women who breast feed in public not covering their breast are to be seen as perverts too. Some women have no problem doing so while others are more modest and cover up. Does it mean those who don’t are perverted? I don’t think so. The nudity in the AD is very appropriate for the product and the message.
Intent and motive is key and in this AD I believe both are clear, the AD is totally non sexual, yes some persons will put a sexual connotation to it because of how they choose to think. Oh by the way I’m a Christian and not just by name but nature. If they were advertising anything else but a skin product or something medically related and appropriate I would have a serious problem with it.
Way too much information from another couple of commenters who demonstrate why the Elave Ad is so morally complex and dangerous. The thinking of the Elave advertising agency is that everyone is ‘as sophisticated and clever as us’. Bad mistake! The posts here show that you have appealed to an audience, not of beauty product buyers, but of prurient, weird interests.
The female boss of Elave, instead of taking off her clothes, should consider doing a basic management course.
Sales rose 500%
’nuff said.
too bad the guys penises were larger than average. that kinda ruined it for me.
Hey that is b.s. going get nude in front of the camera and saying its all about being natural and not about grabbing attention from an unsuspecting mass audience. I mean if it is natural where are the woman with out the ideal shape…be it just love handles or obese…or why do all the men in this commercial look like they work out and have their back and chest waxed? Where is the fat guy or the hairy guy?
There is a lack of creativity in the media these days and the only thing they can think of is…hey lets get nude on the web. Well I hate to break it to the marketing people thats not original either…the porn industry has been doing that for years.
Matt,
What the hell was that all sbout?
The earlier comment “too bad the guys penises were larger than average. That kinda ruined it for me” sort of said it all.
No further comments needed.
What is worth commenting on- the models, the pharmaceutical company, the skin care products or the Internet? In essence it looks like a holistic effort!
Holistic Pornography! Should sell!
The Egypts and many other cultures shave their bodys(and genitals)!!!
Most of christians have never read their own little book and get ill from their own fear.
For me: All humans can do what they want when they don´t harm any other lifeform.
So, thanks to elave for this beautifull shaved blonde!!!
To the others who didn´t like these ad:
Why do you look on thinks you don´t like?
Sex sells.
If the product was purely about being kind to the skin there would be no need to expose genitals so flagrantly, and the models would be from a wider age range.
(Why no saggy wrinkly old people’s bodies on display too? Don’t they use such products?)
Youth & sex sells products. This ad is trying to push the boundaries of what is accepted as ok.
John, you’re completely correct in that God made Adam and Eve naked – in fact what was his reaction when they covered up? He went balistic and commanded the snake to slither the rest of its days on its belly.
Ian, do you shave? Facial hair, I mean? No, probably not. You’re probably an ideal stand-in for a Charlton Heston biblical epic (or for a close relative of Bin Laden.)
Yes, she’s shaved. For this ad, probably not – a lot of people actually do go hairless. Although they probably wouldn’t show it, so do most of the world’s practicing muslims.
Kate Winslet’s been waxing for so many years she had to wear a ‘wig’ for her nudity scenes in the film ‘The Reader’.
Guys, guys, guys. Get a grip. They’re bodies – what are you scared of? What are you ashamed of?
well its kinda obvious that they only use handsome/pretty people… no men with small dicks and no women with small breasts or cellulite… 😉 on the other hand, who would advertise for a skin product with ugly peope… so come on… nice ad, nice people… maybe the product is good as well… at least they got what they wanted… attention attention attention… well done elave!!
This is the greatest commercial that was ever made! I wouldn’t worry, body-fearing people! There will probably never be another one like this. If there were, it will be a one-off type deal and fade into oblivion except for examples like these. I live in America where it is perfectly fine to show murder and violence, but show 1/2 a second of bare breast and the system melts down. Gimme a break!
You people should look at my web-article en-titled “A strong argument for nudity” at http://becomeanudist.mysite.com/about.html
r u a girl
Did you notice the “size” of the guy in the background? OH MY!!
I DONT KNOW WHAT ALL OF YOU PEOPLE DO, AND I DONT KNOW IF YOU ARE TRYING TO GET THE WORLD GOING ALL NAKED OR SOMETHING, BUT GO GET A LIFE! 75% OF YOU ARE GUYS AND 65% ARE PERVERTS! STOP COMMENTING ON SOMEBODIES BODY! GO MAKE COMMENTS ABOUT YOUR OWN! IN FACT WHY DONT YOU PEOPLE JUST GO OUTSIDE RIGHT NOW NAKED AND SEE WHAT SOCIETY SAYS! dont bother replying on the commet cause i’m never coming on this website again!
I love this commercial! It was straightforward, honest and to the point, tastefully done with beautiful people. As for the hairless body of the spokeswoman, if you get out much, as I do to clothing-optional venues, you’ll find that as of about two years ago, most women now remove all their body hair.
It works for me!
Ivan
Regarding clothing optional venues, it seems that most men remove all their body hair as well.
i have no problem with this ad i like it. it shows that nudity doesn’t equal sex. If that was so the no one should go to the doctor for a full check up or anything that requires stripping. Those who view this as in terms of sex and focus on the persons sex organs really need to learn self control.
Obviously when I saw the ad, it got my attention and kept it. It made me curious enough to find out more about the company and products.
2 cents: I am Christian and shave below for hygienic and aesthetic reasons and I do not automatically equate nudity to sex.
Lets be honest and to put it simply, Americans are more comfortable with violence and killing than with nudity and (implied) sex.
Let’s give each other some space and a bit of respect.
The Garden Of Eden Was The World’s First Nudist Park (Adam and Eve (Genesis 2:8-4:2)). Humans are not meant to wear clothes, animals and fish don’t wear clothes! The media had made nudity as a perversion into the human race. People, and including the media had created the idea that nudity / nudism is sin because of jealousy. They were ashamed of their nakedness and sought to cover themselves because of the constant false lies about nudism. People should learn to accept what GOD or what Nature had created on this earth when we have entered it.