Ogilvy & Mather has created miniature versions of sporting
personalities to star in its new campaign for Elida Faberge’s Physio
The ad, which is called ’day in the life’, is composed of three episodes
from the life of a young man who has a miniature imaginary friend.
His imaginary friend turns out to be the Arsenal footballer Tony
In the first scene the man is at a boring meeting when Adams makes him
laugh out loud by kicking an imaginary ball at his boss’s head. Nobody
else understands why he is laughing.
In the second execution we see the young man getting ready for a date
and Tony throws him a can of Physio Sport deodorant.
The final scene shows the man on a date. Little Tony beckons him over to
watch football on the TV, leaving his date on her own. Adams then nods
to someone he knows who turns out to be the cricketer Darren Gough,
someone else’s imaginary friend. A third little friend, Prince Naseem,
turns to greet Tony with a boxing shimmy.
Throughout, the song Together we are beautiful, by Fern Kinney, is
The line ’Sport on the brain, sport in the body’ comes up before the ad
closes with a visual of the Physio Sport range.
The work breaks on Monday on national TV and will run for four
It will be followed next month by print work, which will run in the
The commercial was written by Sam Oliver and art directed by Shirish
Patel. It was directed by Adam Denton through Blink.
Media planning and buying is by Initiative Media. The special effects
were created by The Mill.
The last campaign that O&M developed for Physio Sport also starred a
host of well-known sports personalities participating in their
respective sports. The work was designed to demonstrate that the
products had been tested by athletes.