An advertising legend publicly criticizes the ad which involves seagull drones dropping sunscreen on children at the beach

The German personal care brand Nivea has recently received widespread criticism for one of their latest campaigns submitted to this year's Cannes Lions, the renowned and prestigious international advertising festival. Jury president, Sir John Hegarty, opened his speech at Cannes by sarcastically criticizing the brand's approach, which many have remarked could be a parody.

The concept is simple enough: children need sunscreen while at the beach and said sunscreen tends to run off with activity and water. Nivea developed seagull look-a-like drones that literally dropped sunscreen on unsuspecting children. After such ill reception the campaign by Jung Von Matt/Elbe from Germany is not being promoted.

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