Cape Town - Ever sneezed at an inopportune moment? Chances are you have.
This is the basis for a new campaign called ‘Sneezing Sucks' developed by Saatchi & Saatchi for PharmaDynamics' antihistamine product, Texa Allergy.
"It's a single-minded idea," says creative director Gavin Whitfield. "In a category that tends to default to model families wandering in fields of flowers, we wanted to do something a little edgier. I think we've done that."
The result is an above the line campaign featuring executions in print, radio and on television, with an in-pharmacy component in the final stages of development.
The television spots tackle scenarios with inopportune sneezes at the dentist, during a team building exercise, and at a hotdog-eating contest. They were produced by Velocity Films and Directed by Unicorn.
Each witty ad can be viewed on Youtube:
http://www.youtube.com/watch?v=k9cNHD5PnRM&feature=plcp
http://www.youtube.com/watch?v=WmSyel55dsA&feature=plcp
http://www.youtube.com/watch?v=Bix6kQhJe84&feature=plcp
Credits:
Copywriter: Taryn Scher
Art Director: Natalie Vella
Creative Director: Gavin Whitfield
Agency Producer: Candice Brouwer
Production House: Velocity Films
Director: Tristan/ Unicorn
Sound: We love Jam - Graham Merril