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.