Going by the ads chosen this month, good creative uses humor to convey a message, is easy to relate to, and has a strong conceptual theme. Each ad chosen this month fits one of these conditions. Lowe Azure’s Tritace ad strikes a note of familiarity with its humorous take on the ‘Save the Whale’ theme. Using a familiar slogan about an endangered species in a comic way helps the ad deliver its message about cardiovascular disease. Deutsch’s Zytrec spot deals with the familiar situation of a person falling in love with someone who owns a pet he is allergic too. The campaign shows a man and a woman in love and the man’s efforts to maintain his relationship by overcoming his allergies to her cat. Abelson-Taylor’s Allegra campaign successfully meets the challenge of representing patient types with strong imagery, while effectively conveying some of the product’s strengths. While each of these ads meets its objective through different tactics, each has achieved success doing so.
Contributed by Linda Donnelly Mustic, Copywriter, Adair Greene Healthcare Communications
How many times have you opened a medical journal to be greeted by an abundance of ads depicting patient types? How many times have you or a colleague worked with a client who has requested that a patient type (or types in many cases) be incorporated visually into a promotional campaign? Patients are everywhere …
Contributed by Guy Mastrion, Executive VP and Managing Director, Creative, Palio Communications
I really got a chuckle out of this ad for Tritace, which appeared in the United Kindgom. It’s a simple metaphor that completely nails the product benefit in a relevant, funny, and surprising way. It’s difficult to make comedy work in the healthcare category without being offensive. To me, this ad achieves the perfect balance with its cheeky juxtaposition…
Contributed by Chet Moss, Sr. VP, Creative Director, Euro RSCG Life
The ancient Egyptians had a genuine love affair with cats. So much so, they actually surrendered the city of Pelusium to an attacking Persian army rather than harm a multitude of cats scampering about the battlefield. Clearly, the creative folks at Deutsch understand the attachment…