THE WHAT? Beiersdorf-owned Nivea has announced the sponsorship of UK prime time ITV series, Starstruck.

THE DETAILS The sponsorship idents were produced by Dentsu Creative’s Gleam Studios and focus on ‘reverse transformation,’ with three on-screen talents using the Nivea Cleansing range to remove make-up. 

The adverts will run for eight weeks across STV, ITVX and STV Hub.

THE WHY? While a 2022 Guardian report stated that two-thirds of the UK’s biggest advertisers are said to be cutting back on traditional television media in 2023, it seems that Beiersdorf is happy to fill the gap. 

Andy Rawle, Marketing Director at Nivea, said: “ITV’s Starstruck felt like the perfect place to showcase the effectiveness of our Nivea Cleanse range where we see the ad’s stars transform themselves using our products to reveal their clear and cleansed skin.”