SmithKline Beecham is capitalising on the season of flu, coughs and
colds with a pounds 4 million national TV campaign to support its
Beechams Flu Plus brand.
Grey produced the advertising, which uses state-of-the-art technology,
at Pinewood Studios. It represents cold and flu symptoms with powerful
imagery.
The commercial, which breaks this week, aims to give the product a
contemporary feel and to present it as an aid to relieve the aches and
pains flu sufferers endure.
The film opens with a woman explaining that Beechams Flu Plus can help
whatever the symptoms.
The message is underscored with images projected on to various parts of
her body. Ice crystals, then flames form on her face, symbolising
shivers and fever. A heavy hydraulic piston pounds on her back, sending
sparks flying, symbolising aches and pains.
After a rock appears to explode on the woman’s temple, dark clouds clear
to reveal a sunrise and the endline: ’Beechams Flu Plus - made with you
in mind.’
Tim Mellors, the executive creative director of Grey, said: ’This ad
almost makes flu fashionable. Through startling visual impact, it brings
home the point that no two flu sufferers feel the same.’
The commercial was written by Kevin Morris, art directed by Kevin Ferry
and directed by Alex Turner for Godman. Media is being bought by
MediaCom TMB.
