NEWS: First ads for Glaxo Wellcome,

Glaxo Wellcome is being portrayed as a front-line fighter in the battle against the unseen menace of disease in its first corporate advertising through M&C Saatchi.

Glaxo Wellcome is being portrayed as a front-line fighter in the battle

against the unseen menace of disease in its first corporate advertising

through M&C Saatchi.



Three 40-second commercials promoting its research programmes to combat

Aids, tuberculosis and asthma, broke this week under the theme: ‘Man has

no greater enemy than disease. Disease has no greater enemy than Glaxo

Wellcome.’



Targeting politicians, opinion formers and healthcare professionals, the

ads will run in the London and Meridian TV areas before a national

campaign roll-out.



There is also a possibility that the work will extend internationally

although no timetable has been agreed.



M&C Saatchi was appointed to the pounds 5 million account at the end of

last year (Campaign, 8 December 1995) nine months after the pounds 6.3

billion merger of Glaxo and Wellcome to create the world’s largest

pharmaceuticals group.



The agency says the creative idea, which it presented in a pitch against

McCann-Erickson and Leopard, is a deliberate attempt to move away from

the grand-scale corporate commercials that are commonplace among

multinational companies.



Moray MacLennan, the M&C Saatchi joint chief executive, said: ‘It’s easy

to turn a corporate commercial into a journey around the world - and

we’ve been as guilty of that as anybody in our previous incarnations.



‘We’ve focused on what Glaxo Wellcome actually does, which is fight

disease.’



The commercials, written by James Lowther, the agency’s joint creative

director, and Richard Dean, were art directed by Martha Riley and

directed by Peter Darrell of Oxford Scientific Films. Media is being

bought by Optimedia. All the films feature original music composed by

Karl Jenkins and played by the London Philharmonic Orchestra.



The aim of the campaign is also to fix Glaxo Wellcome’s name firmly in

consumers’ minds in the wake of the takeover frenzy that has gripped the

pharmaceuticals market.



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