A staff who - along with the presenter and the product range – have no qualms at all in showing that they have “nothing to hide”. Diagrams are drawn, water is tested, slides are inspected – all by a completely nude research staff. As we’re led through the highly stylised laboratory, we’re instructed on the chemical-free nature of the Elave range. The audience is first welcomed to the Elave Institute, and then taken on a tour of its sophisticated and clinical surroundings. Elave states its products are chemical- free therefore they have nothing to hide! Elave has exposed its controversial new viral campaign which parodies every cosmetics and personal hygiene ad that uses a laboratory setting with one revealing twist - everyone from the presenter to the lab technicians to the research subjects are completely naked.
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