The Simple skincare brand is portrayed as a protective guardian angel in a new £1.6m television advertisement campaign which hits screens this weekend.

The execution aims to emphasise sub-brand Simple Regeneration’s claims to boost age-resistance, as well as the overall positioning as a brand for sensitive skin.

It shows a grimy, busy cityscape in which ethereal-looking women protect female commuters from skin-damaging elements such as exhaust fumes and excessive sun. The strapline is ‘Skin protection from Simple’.

Tenley Soanes, marketing controller for brand owner Accantia, which was formed following a buy-out from Smith and Nephew three years ago, said: “The ad positions Simple as a brand all women can turn to for active age-resisting skincare.”