thRelease Date: 15 June 2007
The Boss Who’s Baring All For Her Brand ’Naked’ MD will be on the stand at Allergy Show
A BOSS believes in her brand so much – she‟s stripped off naked for the advert.
Joanna Gardiner, a 38 year old MD of Ovelle Pharmaceuticals in Ireland, went
completely nude for the controversial clip, which has become an instant hit on
video sites such as YouTube and has provoked media interest worldwide.
The minute-long online ad for chemical safe skincare brand „elave‟ features a full-frontal view of a voluptuous blonde presenter and various male and female
researchers without a stitch on. The advertisement is a parody of a typical white-
coated cosmetics „institute‟ and is deliberately tongue in cheek as it‟s aims to deliver a hard-hitting message about the dangers of irritants and chemicals in
Like the sensitive safe skincare range they‟re promoting, the naked cast explain that they have “nothing to hide.” Joanna, the company‟s MD also appears naked
in the ad.
Viral advertising specialists Prodigy Films dreamt up the risqué viral marketing
campaign, as an eye-catching method of communicating the serious message
that elave has no worrying chemicals in its formulations.
A spokeswoman said, “A growing number of consumers are becoming chemical
concerned and starting to request skincare products which are free from
potentially harmful chemicals such as sodium laureth sulphate, parabens and
formaldehyde. This advertising campaign should be praised for bringing these
issues into the public domain.”
Joanna Gardiner, MD of the company behind the ad said: “I‟m so passionate
about the brand and the chemical safe issue that I knew that taking part in this ad
would be good way to get our message heard.”
“When my colleagues first heard I‟d agreed to do it, they were shocked and there
were a lot of jokes – but then quite a few of them said „Good for you.‟”
The crew on the closed film-set also went naked as a gesture of support for the
actors and models.
Joanna adds: “The others weren‟t embarrassed at all, I felt like a complete prude.
After a while though you get used to it and get on with it: it‟s a bit like being on
the beach, eventually you realise no-one‟s staring at you. I‟m pleased with the
advert and I believe it‟s been done very tastefully.
“While naked as a shock tactic has been done before, we think we‟re using it
Mother-of-three Joanna developed the elave range after being shocked by the
rise in sensitive skin and the link with medically researched chemical irritants in
skincare products and toiletries for adults and children.
The toiletries - just launched in the UK at Boots and pharmacies, and already a
No1 seller in Ireland - cut out „worrying‟ chemicals such as parabens, sodium
lauryl sulphate and formaldehyde which have been linked to the rise in
incidences of conditions like eczema and psoriasis.
The internet ad can be viewed at www.nothing-to-hide.co.uk
elave is available from www.elave.co.uk or large Boots stores and pharmacies
throughout the UK.
Joanna will be attending the Allergy Show at Olympia and is available for
thmedia interviews on Sunday 17 June.
Notes to editors
1. For more information, contact Julia Mitchell or Kirstie Cannings a Toast PR,
firstname.lastname@example.org or call 0870 094 8032/07867 638373.