Team Saatchi continues Imodium Plus strategy as it takes over task

Team Saatchi is taking over the campaign for Imodium Plus with a

new 20-second ad that begins on Monday.



The spot continues the strategy established by Saatchi & Saatchi for the

launch of Imodium Plus last year, which presented the product as a

source of confidence and assurance for those suffering from

diahorrhea.



It shows a woman walking down the street who suddenly rushes into a cafe

only to be confronted by an out-of-order toilet. As a voiceover bemoans

how those suffering from the condition are "always looking for the

nearest loo", we assume that she has been caught disastrously short.



However, in a play on expectations, it becomes apparent that the woman

is after a slice of cake - which she tucks into with the relish of

someone with no concern over her bowels. The voiceover confirms that

once you discover Imodium Plus you can take it just once and be free

from diahorrhea all day.



The ad follows on from last year's spot featuring a woman dashing behind

a tree during a walk in the park. On that occasion she was revealed to

be returning a football to a group of children.



Both ads have the feel of panty-liner work, stressing the ability to get

on with normal life in confidence.



Team Saatchi took over the account from the main agency six months

ago.



"This commercial dramatises the benefits of Imodium Plus in restoring

control and normality," Sam Holt, Team Saatchi's account director on the

business, said.



The ad will run across ITV and Sky for one month. The spot was written

by Jenny Lewis and art directed by Mike Middleton. Christopher Watson

directed through Vermilion Films. Media planning and buying is through

Manning Gottlieb Media.



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