See the Nivea Campaign That John Hegarty Called the Stupidest Thing He's Ever Seen

A robotic seagull that shits sunscreen on you at the beach

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Sir John Hegarty, co-founder of Bartle Bogle Hegarty and all-around advertising legend, was jury president of the Titanium and Integrated Lions at Cannes this year. And his jury recognized plenty of brilliant work, including the Titanium Grand Prix winner, REI's #OptOutside campaign.

But at the press conference announcing the winners, Hegarty didn't open his remarks by talking about the top-notch work. He opened by mentioning a Nivea campaign that was so shockingly wretched, it's a wonder it was entered at Cannes at all.

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