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Nivea introduces a droll new character called Mr Sun to bust myths about sun protection in the UK.

The joyous hero reminds Brits to follow the three steps of seeking shade, covering up and applying sunscreen, before they can "have more fun with the sun". The campaign was created in partnership with Cancer Research UK. It was written by Guy Hobbs, art directed by Ben Edwards and directed by Mike Maguire through Outsider.