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Carl Downer is a Euston station train announcer who has become a bit of a legend by sharing his positive vibes and making people smile during their busy daily commutes.

Nivea’s new ad, by Cheil UK, shows Downer laughing and joking with commuters, fist-bumping passengers and doling out hugs to those who need them. The brand has unveiled a new strapline, #ShareTheCare, to bring the concept of care beyond its skin products and into the real world. The work was created by Sam Shepherd and Chloe Davies and directed by Ollie Sindle and Jel Groman.