The above videos are part of a campaign for Nivea Deo. The selling point is Stress Protect (‘Extra protection even in stressful situations’). The idea is being brought alive across different platforms, using each platform’s unique characteristics to its advantage. I thought the stunt at the airport was a tad extreme and could have resulted in consumers suing the brand. But it brought alive the proposition well as an activation. Ditto with the YouTube video – it wasn’t just a 30-second commercial; viewers were invited to participate and cause ‘stress’. This stresses (pardon the pun) in today’s advertising being no longer an interruption but being part of what interests the consumer.