Beechams 'ice hole' by Grey London

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GlaxoSmithKline is putting £5m behind a campaign to promote its Beechams' Flu Plus and All in One brands this winter. The campaign positions Beechams as a more reliable remedy for colds and flu than alternative methods and revolves around two TV spots running with the "Until there's a cure there's Beechams" line. The ads are shot in the style of a dark Russian folk tale and feature people attempting different cures for their colds. The first, "ice hole", shows a fierce grandmother bullying her grandsons into a hole dug out of the snow. Accompanying print ads show alternative cures such as drinking urine, leech therapy and self-flagellation.

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Released: 30 November 2005

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Creative agency
Grey London
Lucy Chown, senior brand manager, GSK
Jonathon Marlow
Art director
Jimmy Blom
Alison Hardy
Media buyer
Media planner
Jo Higginson
Julien Wolkenstein
Production house
Rokkit (London) & Reginald Pike
The Pelorian Brothers (Canada) 
Brian Wells from School Editing (Canada) & Leo Scott from Speade (London)
Post Production
TV, press, outdoor, ambient and online

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