Armand De Saint-Salvy
Director at Supaflr
Sydney, Australia
TitleCasket
Agency
Campaign Relief
Advertiser Actor Pharma
Brand Prunelax
Date of First Broadcast/Publication 2021 / 9
Business Sector Health & Pharmaceutical Products
Tagline There's relief–and then there's relief.
Story The use of laxatives is a bit of a taboo subject; so when laxative brands aren’t communicating a sanitised and rational message, they have historically used broad-metaphor toilet humour. It’s all very obvious, and in effect - unmemorable. This campaign goes dark and unexpected in order to really own the meaning of ‘true relief’.
Philosophy Relief is potent. It’s salvation from fear and anxiety and it’s a unique feeling that we all know. But no matter how relieved you are, Prunelax does it better.
Problem Prunelax has been around for quite a while. But their brand equity had stagnated in a category saturated with expected, sanitised advertising. We needed to shake people from their coma in order to get our message across, and make them remember Prunelax.
Result A disarming cinematic rug pull that reframes the way we emotionally connect with moments of true relief.
Media Type Web Film
Length
More Information https://fivebyfiveglobal.com/work/prunelax-the-ultimate-relief
Executive Creative Director
Director
Creative
Creative

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