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FCB Milan and NIVEA Present "Beauty Without Age," A New Campaign Starring Italian Icon Monica Bellucci

Press Release - Milan, 11 May 2018

FCB Milan and Beiersdorf are proud to launch the first NIVEA commercial for the Italian market, starring iconic actress and new NIVEA brand ambassador Monica Bellucci. 

“Monica is an icon of beauty, authentic and unfiltered,” says Andrea Mondoni, General Manager, Southern Europe for Beiersdorf. “We chose her because she embodies our values ​​exactly: femininity, authenticity, family and trust that have always distinguished us.”

The commercial shows Monica Bellucci in her daily life shot through a true and intimate lens, masterfully directed by the vision and talent of one of the best directors and photographers in the world, Bruno Aveillan. It was filmed at the beginning of the year in different locations of Rome. 

“NIVEA has always been part of my life and of my family and even today it is essential in my beauty routine,” says Monica Bellucci. “Collaborating in this project makes me proud, because NIVEA wants to inspire women to feel young every day, because it’s what we have inside that makes us beautiful on the outside.”

The 60, 30, 20 and 10 second spots will run on TV and digital channels on May 13. The campaign will run across Italy, Spain, Portugal, France, Belgium, Cypro and Greece.

It is an important step for Beiersdorf Italy, marking the brand’s entrance in the beauty communication area at the highest levels. The spot will be accompanied by a press campaign and billboards curated by Bruno Aveillan starring Monica’s face and words, expressing perfectly the sense and the values of the brand and the product. Original music was composed by Federico Landini for Parcosuoni.

“My adventure in FCB Milan could not begin better. It is a very important and strategic campaign for the client, and the company has all the credentials to make a mark,” comments Giorgio Brenna, new CEO of FCB Milan.

“This project is represented by our way of thinking “never finished”: writing this new chapter of NIVEA’s communication is a real challenge; telling a new “story”, without betraying the values and the integrity of the brand,” adds Francesco Bozza, Chief Creative Officer of FCB Milan.

Watch the film:


Agency: FCB Milan

Francesco Bozza - Chief Creative Officer

Fabio Teodori – Group Creative Director

Gianluca Belmonte – Associate Creative Director

Fabio Mazzucchelli – Senior Art Director

Paola Brunati - Group Account Director

Nicoletta Ferrari - Account Supervisor

Tatiana Ravalli - Strategic Planner

Cristina Nardi- Producer

Camilla Sangermani – Assistant Producer

CdP: Brand Cross/QUAD

Bruno Aveillan – Regista/DOP/Fotografo

Original Music - Federico Landini/Parcosuoni



About FCB Global & FCB Milan 

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). FCB opened its first Italian operation in 1986 and has since helped build some of the world’s most iconic brands, including NIVEA, Oreo and easyJet. The Italian agency operates as a strategic and creative “hub” specialized by discipline, in order to offer multimedia communications across all aspects of the customer experience and relevant touchpoints. Learn more at and follow us on Instagram (@fcb.milan), Facebook (@FCBMILANOSRL) and LinkedIn (@FCBMilan).