Publicis spoofs 50s movies for Anadin

Anadin, the Wyeth-owned painkiller brand, is continuing to push its appeal to younger consumers with new ads that shun the scientific approach adopted by its rivals.

Publicis has produced the latest burst of advertising, which spoofs the costume-drama movies of the 50s in an attempt to modernise one of the oldest headache remedies on the market.

The 20-second TV spot, breaking on terrestrial and satellite channels on 3 July, extends the strategy of using humorous situations to show that if you have Anadin with you, you're unlikely to suffer from a headache.

Shot in black and white and with French dialogue, the new commercial features Marie Antoinette in her cell shortly before she is due to be beheaded. When her jailers come to take her to the guillotine, she claims she isn't ready because she is suffering from a headache.

Her lady-in-waiting unwittingly scuppers her plan to avoid execution, by producing a pack of Anadin Extra. The film closes with the familiar endline: "Headache? What headache?"

The commercial, which was written and art directed by Andy Wakefield and directed by Dave Tennant through Annex Films, will run for six weeks.

It is being supported by a poster campaign that will appear in 2,250 pharmacies.

Mediaedge:cia is planning and buying media for the campaign, which is aimed at boosting Anadin's claimed 14.5 per cent share of the UK analgesics sector.