Nivea begins ‘No Limits’ campaign with Tessa Virtue

Who: Nivea and FCB Montreal.

What: A campaign for a new makeup remover, MicellAir Expert, featuring Canadian figure skater Tessa Virtue and using the hashtag #NiveaNoLimits. Virtue has been an active Nivea brand ambassador for the past year, since just after winning gold at the 2018 Pyeongchang Olympics.

When & Where: A new video ad was posted to social channels on Monday, while a big PR push has seen the popular Virtue making the rounds of mainstream media this week, including Breakfast Television in Toronto.

Why: For the last year, largely through its partnership with Virtue, Nivea has been refreshing the brand in Canada by telling consumers to “feel good in your skin.” The extension here is about feeling confident and empowered, and that there are “no limits to what you can achieve.”

How: The 90-second film features Virtue doing what she does best, ice dancing. She shared the video on her social channels this week (367,000 followers on Instagram and 136,000 followers on Twitter) with the caption: “I am fearless. I am determined. I feel good in my skin!”

Can you interpret this interpretive dance for me? Sure…

•First, the performance is called “No Limits.”

•It’s an original dance choreographed by Sam Chouinard, a long-time choreographer for Virtue and her ice dance partner, Scott Moir. The soundtrack, called “Fearless” was also commissioned for the performance.

•Using only makeup, Virtue is painted as a peacock, which are “known to be fearless.” The whole video and performance tells a story of “breaking free, being fearless and feeling confident in your skin.”

And we quote: “The story we’re telling through Tessa’s performance and the empowering “feel good in your skin” message showcases how Nivea is connecting with consumers on a much deeper level to inspire confidence, strength and determination among fans of the brand.” —Nivea marketing director, Julia Geissen.

David Brown