Glaxo Wellcome is being portrayed as a front-line fighter in the battle
against the unseen menace of disease in its first corporate advertising
through M&C Saatchi.
Three 40-second commercials promoting its research programmes to combat
Aids, tuberculosis and asthma, broke this week under the theme: ‘Man has
no greater enemy than disease. Disease has no greater enemy than Glaxo
Targeting politicians, opinion formers and healthcare professionals, the
ads will run in the London and Meridian TV areas before a national
There is also a possibility that the work will extend internationally
although no timetable has been agreed.
M&C Saatchi was appointed to the pounds 5 million account at the end of
last year (Campaign, 8 December 1995) nine months after the pounds 6.3
billion merger of Glaxo and Wellcome to create the world’s largest
The agency says the creative idea, which it presented in a pitch against
McCann-Erickson and Leopard, is a deliberate attempt to move away from
the grand-scale corporate commercials that are commonplace among
Moray MacLennan, the M&C Saatchi joint chief executive, said: ‘It’s easy
to turn a corporate commercial into a journey around the world - and
we’ve been as guilty of that as anybody in our previous incarnations.
‘We’ve focused on what Glaxo Wellcome actually does, which is fight
The commercials, written by James Lowther, the agency’s joint creative
director, and Richard Dean, were art directed by Martha Riley and
directed by Peter Darrell of Oxford Scientific Films. Media is being
bought by Optimedia. All the films feature original music composed by
Karl Jenkins and played by the London Philharmonic Orchestra.
The aim of the campaign is also to fix Glaxo Wellcome’s name firmly in
consumers’ minds in the wake of the takeover frenzy that has gripped the