Clever, Interactive Facial Care Ad Has Readers Cleaning Off Actress’ Lipstick

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Agency DM9DDB is behind this clever, interactive print ad for skin care brand Neutrogena.

The idea enables readers of Brazilian weekly Caras to clean off the lipstick from actress Giovanna Ewbank’s face using an accompanying set of Neutrogena ‘Deep Clean’ wipes.

DM9’s vice president of media Drian Ferguson explained on AdNews, “This interactive piece of press gives consumers the power to star in the campaign. They handle the product, test, prove and evaluate the outcome.”

Watch the Instagram video below in which DM9DDB director Vitor Manzi demonstrates the hands-on ad.

Direto do estúdio da DM9, o making off da divulgação da sobrecapa interativa de Neutrogena na Caras desta semana! Todas as assinantes (RJ e SP) irão receber um sampling do demaquilante Deep Clean e ao passar sobre o anúncio, a maquiagem da @gio_ewbank sai no lenço! Animal ver esse trabalho na rua! Valeu time J&J! #Neutrogena #DM9DDB #TimeJJ

A video posted by Vitor Manzi ® (@vitormanzi) on Jul 22, 2015 at 4:55pm PDT

[via Adweek, video via vitormanzi]
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