Campaign Spotlight

Campaign Spotlight: Legendary Train Announcer Carl Downer is “The Man Who Changes Mondays” in Nivea’s #ShareTheCare Campaign

Cheil UK has recruited Carl Downer, the legendary Victoria Station train announcer, to kick off Nivea’s new brand positioning, #SHARETHECARE.

Nivea has always been synonymous with care, and is now taking the concept beyond skin products and into the real world, demonstrating the effects and importance of care in in everyday life, and generating conversations around the brand’s care credentials.


The film, which will be distributed across social media platforms, features Downer sharing his positive vibes and bringing a smile to people’s faces as they embark on the busy daily commute. He laughs and jokes with everyone, fist-bumps passengers, and doles out hugs to those who need them.

Downer’s philosophy on life is summed up in the line, “A smile is like one of your five-a-day.” His explains his caring attitude: “In life, we’ve got to care for each other. I see myself as a human being who loves people, who gravitates towards people.”



Strategic Lead — Mareike Jaensch

Executive Creative Director — Russell Schaller

Creative Director — Christine Jones

Creative Team — Sam Shepherd and Chloe Davies

Account Director — Lynn Reilly

Agency Producer — Sam Balderstone


Director / Production Co — Ollie Sindle and Jel Groman

Producer — Andy Harvey

Editor — Kieran Buckley

Post Production

Sound Design

Typographer — Simon Hawes



Media Planning/ Buying — Wavemaker

Partner with adobo Magazine

Related Articles

Back to top button