The ad, "no words necessary", breaks on 17 August, and builds on the idea that people often feel uneasy discussing medical issues. It opens to show a man explaining his problem to the pharmacist using a whistle. The pharmacist gets the gist, and dispenses his medicine with an answering whistle.
The spot will run alongside "pharmando", an ad which promotes Lloydspharmacy's prescription collection service, to continue to boost the chain's positioning as the consumer's "local health authority". Both ads will run from now until October on terrestrial channels and selected satellite stations. Media is through Starcom Motive.
Lloydspharmacy's retail marketing manager, Darren Kirton, said: "This campaign highlights the importance of pharmacists in the community and the necessity of achieving mutual trust and understanding. Research indicates consumers want trust and confidence in pharmacists and this is what we aim to encourage in the ads. We're perfectly placed to live up to our reputation of the local health authority, as we've got 1,300 stores."
"No words necessary was written by Ros Sinclair, art directed by Sean Thompson, and directed by Chris Dada through Partizan.
"Pharmando was art directed by Lee Hanton, written by Mark Prime and directed by Ben Sedley through The Artists Company.