Last June, Grey introduced the Nexcare Nana character for Nexcare, an elderly (but tough) stuntwoman up for any challenge, with the “Will It Or Won’t It?” campaign. Now Nana is back in a series of new challenges with the campaign “What Will Nana Do Next?”
The new spots introduces a new series of challenges for Nexcare Nana, including swimming with sharks, motocross and “Dirty Diving,” complete with comically cheap CGI. But there’s a social twist this time around. Each of the spots ends before Nexcare Nana actually embarks on the challenge and ends with the question, “Got a better idea?” before directing viewers to nexcare.com/nana to submit their own ideas. Nexcare will then select an idea to turn into a video this fall, and the winner will receive $2,500 and a “year’s supply” of Nexcare bandages (we have no idea how that is calculated). The videos are running on the brand’s YouTube and social media accounts, and the campaign also involves a revamped Facebook page for the brand. “What Will Nana Do Next” will be promoted via paid media across several websites and native advertising on sites including Outnumbered 3 to 1, Cool Hunting and Core 77.