D'Arcy has created a pounds 5 million UK ad campaign to launch Supradyn Recharge, a multivitamin from Roche Consumer Health.
Supradyn, one of Roche's global brands, will be available in the UK for the first time alongside Roche's other vitamin brand Sanatogen.
The campaign features a 40-second commercial, 'man in the radio', showing the antics of a man who lives inside a family's radio. He is responsible for producing the music and commentary for each family member's favourite station. The man performs easy listening for the mother, football commentary for the father and rap music for the teenage son.
The commercial is aimed at 25- to 45-year-olds, particularly busy women who feel they have to perform several roles for different people. Supradyn is an effervescent tablet that provides vitamins and minerals to supplement an inadequate diet.
The ad, which broke on Thursday, was written by Mark Gilmore and art directed by Neil Bishop. It was directed by Jeremy Webb through 2AM films. Media buying and planning is through MediaCom TMB.
D'Arcy has been working on the Supradyn vitamin brand outside the UK since December 1997. It also works on Sanatogen, most recently launching an animated campaign featuring a mother checking passports, or that the alarm clock has been properly set.
Malcolm Peters, the board account director at D'Arcy, said: 'The commercial is very different from anything else in the multivitamins sector and the original idea will help to create real standout for the Supradyn brand.'
Charlotte Charnock, the brand leader at Roche Consumer Health, commented: 'This is one of the most exciting product launches in the sector for some time and demonstrates our commitment to developing brands internationally.'