BST-BDDP has given the Lemsip brand a modern twist with a 30-second
spot for its new PowerPlus remedy.
The ad, which was directed by the Tomato directors, Graham Wood and
Jason Kedgley through Helen Langridge Associates, features shots of
racing cars, aeroplanes and space ships, as a voiceover narrates a
history of the century.
It explains how man has always been obsessed by speed and making things
go ever faster, and that even a bout of the flu can’t slow him down.
It then goes on to explain that Lemsip Power Plus works quickly because
it is absorbed faster than other remedies. The endframe shows the pack
and the strapline: ‘No stronger remedy for cold and flu symptoms has
ever been available without prescription.’
Reckitt and Colman, which owns the Lemsip brand, has traditionally
positioned it as a soothing cold treatment but is now aiming for a
modern brand image.
Paul Leeves, the executive creative director of BST-BDDP, said: ‘From
the land speed record to Lemsip Power Plus, we want things to work fast.
Tomato has squashed 100 years into 30 seconds beautifully.’
The film was written by the BST creative director, Tom Hudson, and art
directed by Leeves. Media buying is through TMD Carat.