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Vaseline Intensive Care Dry Skin Lotion has dropped its brand

spokesperson - the newsreader, Pamela Armstrong - in favour of stylish

press work for its first new advertising in three years.

The new pounds 2.5 million campaign, through McCann-Erickson, breaks

later this month and illustrates Vaseline’s ability to combat dryness

through unusual desert imagery created from photographs of parts of the

body.

The first execution features a pair of knees shot to look like sand

dunes with a cactus plant growing out of the top. A packshot in the top

right-hand corner of one ad explains the visuals and carries the brand’s

new slogan: ’The antidote to dry skin.’

Other ads in the series feature a a camel on top of a hand and a woman’s

back with the carcass of an animal nestling in it.

The campaign, which comprises five executions, will run in a variety of

weekly and monthly women’s magazines, targeting a broad female

audience.

The strategy is intended to add an emotional appeal to the previous

fact-based work, where Armstrong introduced a series of ’skin science

updates’ on the effect of Vaseline cream on skin.

Simon Bell, the marketing manager of Vaseline’s parent company, Elida

Faberge, said: ’The campaign drives the dryness message and establishes

Vaseline Intensive Care in a heavily competitive press environment.’

’Knees’ was written by John Elsom and art directed by Ken Sara with

illustrations by Plum. Media planning and buying is through Universal

McCann.

Ben Langdon, the managing director and chief executive of McCanns, said:

’This campaign follows research highlighting the need for a more emotive

and modern approach. This campaign is an example of a new creative era

for McCann London.’