Grey Unveils ‘Will It Or Won’t It’ for Nexcare

By Erik Oster 

Grey has a new digital campaign for 3M Company brand Nexcare introducing unexpected product tester Nexcare Nana.

“Will It Or Won’t It” is a series of three 30-second videos that follow the fearless Nexcare Nana as she conducts extreme product tests displaying Nexcare’s ability to stay on and keep out dirt, water, and germs. In “Nana vs. Dirt,” the highlight of the series (featured above), a dump truck dumps a pile of dirt on Nana, who emerges to reveal that her Nexcare bandage is not only still on but also free of dirt. In the other spots, Nexcare Nana takes on a water hose and a dumpster. Each ends with a “No grandmas were hurt in the making of this video” disclaimer. The campaign also includes a “Tough as Nana” consumer engagement program celebrating the Nexcare Nana persona and allowing consumers to “nominate the special people in their lives that are as daring, tough and resilient as Nexcare Nana” for a chance to win “one of three trips inspired by Nexcare Nana’s pursuit of adventure including swimming with sharks, skydiving or a racecar driving experience.” Stick around for “Nana vs. Water” and credits following the jump.



Agency:  Grey

Chief Creative Officer: Tor Myhren

Executive Creative Director: Jan Egan, Ron Castillo

Creative Director: Paul Safsel, Doug Kagan

Agency Producer: Diana Gay, VP Producer

Production Company (location): Bandito Bros. (Los Angeles, California)

Director: Benzo Theodore

Director of Photography: Greg Baldi

Editor (person & company): Ross Harris

Principal Talent: Beverly Polcyn