Articles 14: the ad campaign

The advertising business is always coming up with new techniques. Ovelle Pharmaceuticals, the Irish maker of Elave skin care products, recently launched an innovative campaign to promote its wares. The products are free of harsh chemicals such as sodium laureth sulfate, parabens and perfumes, which can trigger skin flare-ups.

There have been a lot of articles written about the web advertising campaign. Nothing to Hide has nothing to hide, as you will see if you check out the site here. A 60-second clip is here.

The managing director of the company, Joanna Gardiner, makes a cameo appearance in the video. (But she's not the host of the clip, as some articles have mistakenly stated.)

Apparently sales have risen significantly since the campaign was launched about a month ago. Unfortunately, you can't purchase Elave items in North America.