Sanex on Air with 100 Dancing 'Skin Cells' Wearing Flesh Coloured Underwear

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Behind the scenes footage showing healthy skin cells dancing can be seen at

We operated a closed set, to protect our 'skin cells' from unwanted attention.

The new Sanex 'Living Skin' advertising campaign is now live on UK television screens, with unique shots of human bodies as skin cells, moving and imitating skin's natural processes. The advert and behind the scenes footage can be viewed online at

"100 professional dancers spent three days on set learning how to collectively behave like healthy skin,visually demonstrating how Sanex works actively with the skin," says Sam Deasy Brand Director, Sanex. "The result is a powerful visual illustration that captures the complex wonders of our healthy skin in a natural, human way."

Professional dancers with a broad range of skin and hair types were selected for the shoot, produced by AMV BBDO. Cuban dance choreographer Alex Verona worked with the 100 dancers to conceptualise dance routines imitating skin's mesmerising natural processes.

"Each dancer was given flesh-coloured underwear, matched closely with their skin, to appear as much as possible like skin cells - but at the same time maintain some privacy," says Alice Hunter AMV BBDO. "The huge amount of lighting on set made it very warm and completely comfortable to be dancing in your underwear. However, when practicing routines, each 'skin cell' had the option of slipping comfortably into their own dressing gown."

The shoot took place at Pinewood studios, on the same set that was used for the recent Charlie and Chocolate Factory remake. The resulting four adverts were directed by Lucy Blaksted. The commercials took three days to shoot, however, the project as a whole took almost a year to undertake.

"We shot the footage directly opposite the James Bond, Casino Royale set, which unfortunately had fallen victim to a fire a few days before," adds Sam Deasy Brand Director, Sanex. "We operated a closed set, to protect our 'skin cells' from unwanted attention."

45 crewmembers in total were on set, including Carpenters, four skin airbrush artists and cameramen. Divers were also on call to film skin cells underwater and ensure the pool floor was safe and even for dancers to move on.

See how the advert was made on

Editor's notes

About Sanex

Sanex is a brand within Sara Lee Douwe Egberts. The international head office for Sara Lee Douwe Egberts is in Utrecht, the Netherlands. Sara Lee Douwe Egberts is a part of the Sara Lee Corporation, located in Chicago, USA. Sara Lee is active in more than 140 countries and has offices in more than 40 of them. Other brands within Sara Lee include Douwe Egberts, Pickwick, Prodent, Biotex, Kiwi, Ambi Pur, Radox and Zwitsal.


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