Description: In 2008, Nivea promoted “Good-Bye Cellulite cream” during Miami Fashion Week by deliberately keeping couches in South Beach. Half the couch was dimpled (cellulite print), the opposite half smooth (cellulite free butt). The ad was aimed toward women of all ages who wished to visibly reduce the surface appearance of cellulite.

Caption: Good-bye cellulite.

Advertising Agency: TBWA\Chiat\Day, New York, USA
Creative Director / Copywriter: James Cheung
Art Director: Peter Unger
Production Manager: Joni Adams
Account Supervisor: Emily Stanford
Furniture Builder: Dune (
Hand Lettering: Andre Trenier