MEDIA CHOICE

Paul O'Neill, a partner at Michaelides & Bednash, chooses the NHS ad for pharmacists in Front.

Paul O'Neill, a partner at Michaelides & Bednash, chooses the NHS ad for pharmacists in Front.



'Front's 'mate in a state' - a Polaroid pastiche of the worse for wear, submitted by friends - is the target of a well-rigged NHS ad. Running opposite, an equally debauched set of snaps extend the sodden reportage, but the footer suggests taking advice from a pharmacist if you find yourself in similar circumstances.

'Overdoing it is a difficult issue for ads to address. However, in recognising that talk of substance abuse generally happens in a jokey context, the message gets through.'



Client - Dept of Health

Medium - Magazines Media planning Ian Tournes Media buying Daniel Wood at MediaCom

Creative - Euro RSCG Wnek Gosper

Brief - Encourage men to use pharmacists for mild ailments.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).