Beiersdorf, the 131-year-old German consumer-packaged goods firm, today is launching a branded comedy video series dubbed "Just Face It" for its Nivea Men product line, starring actor Damon Wayans, Jr. (Happy Endings) and featuring writer Chadd Gindin (It's Always Sunny In Philadephia). Through June 4, eight episodes will run via Break Media's MadeMan.com and that site's YouTube channel.
To promote the brand's grooming products, Wayans' character mingles with friends and co-workers while interacting with his love interest, played by actress Janina Gavankar (True Blood). Break Media utilized its consumer panel to help inform creative, which takes aim at the things MadeMan.com viewers—predominantly young males—find most irritating about daily life. Per comScore, the site drew 1.85 million viewers in March.
"We hope 'Just Face It' gives men a comedic break from the dreaded daily ritual of shaving and an understanding that comfort lies within the right skin-care products," Evan Eckman, vp and CMO of Beiersdorf North America, told Adweek via email.
The campaign helps launch Nivea's Shave Gel, Sensitive Face Care Gel Moisturizer and Sensitive Post Shave Balm products. In addition to the comedy series, it has a mobile optimized content hub on MadeMan.com that entails branded content, including a sweepstakes opportunity dubbed "Shave off Your Monday Morning Irritations" that includes one weekly winner. Prizes will involve things such as noise-cancelling headphones and cash prizes to help pay for taxes.
Meanwhile, the Nivea partnership continues Break Media's aim at selling branded content via MadeMan.com while contracting notable comedic names. For instance, the Los Angeles-based Web video company a year ago ran a comedy series on the site for Bacardi starring Zach Galifianakis (The Hangover).