Everyone struggles with finding the right skincare products – even celebrities. Olay, however, captures the feeling of finally finding the perfect moisturiser with a brand-new campaign starring two British celebrities: rapper and producer Lady Leshurr and athlete Jasmin Sawyers. Creatively devised by Ketchum and produced by Great Guns, the two spots show how Olay’s Regenerist Cream can help Jasmin and Lady Leshurr face anything.
Directed by Great Guns’ Sam Faulkner
, the two films see the celebrities start by discussing their initial skincare woes: Jasmin notes that, as an athlete, her skin goes through a lot whilst Lady Leshurr reminds viewers that regardless of your skin tone, you need SPF protection. They then explain the many benefits of Olay’s Regenerist Cream, putting the moisturiser to the test in front of the camera.
These new spots continue the original campaign launched in the US, starring actress Busy Phillips. With these new versions, director Sam Faulkner wanted to remain in the Olay world introduced by Busy, but reflect the individual talent of the UK ambassadors. In order to establish an instant connection with the audience, Sam strayed away from having a tightly scripted shoot, focusing instead on letting the voices of Jasmin and Lady Leshurr come through in an authentic and relaxed manner.
Sam Faulkner comments: “Jasmin and Lady Leshurr are brilliant choices for brand ambassadors. They embody modern British women in their determination, focus, energy, and attitude. Jasmin throws herself completely into everything she does – she’s so enthusiastic, high octane, and entirely positive. Lady Leshurr is a great performer and brings an exciting new attitude to Olay. I love that we took this famous, established brand and introduced this new energy through Leshurr. I don’t think anyone was expecting that.”
When it came to the shoot, Sam chose to reject the over-sharpness of a modern lens and elected instead for a more vintage camera style – perfectly capturing a sun-kissed look and warm glow of Lady Leshurr’s SPF protection and a brighter style for Jasmin’s film. He also worked to establish intimacy between the audience and celebrities, creating a relaxed atmosphere through close-up shots, hand-held camera work, and unobtrusive style of shooting.