Jeremy Black, SVP, creative director, Concentric Health Experience
During our lifetimes we will each spend an average of 92 days on the toilet. That’s an entire summer. For some, the bathroom is a place of private reflection, a time to catch up on social media or to power through another chapter of that random book your mom gave you for your birthday. For others, it’s a far less pleasant experience. There are many ways to connect with these consumers — ranging from understanding the seriousness of their condition to potty humor. It’s a fine line where tone can make or break a campaign.
Iberogast, CHE Proximity
Family Feud can confirm that when you think of the bathroom, you think of toilet paper. So, if you are going to use it as the key visual, you better come strong. This ad sure does. The typography is obviously unique and reads like authentic toilet paper. But what really makes this a great campaign is the copy. You can get a real sense of the person’s distress in that moment, even though they are nowhere to be found.
Bisolax, Kingkong Bangkok
Does it matter they went “grotesque” to grab your attention? Or is that perfectly acceptable for this category? That’s for you to decide. What I do like is the insight they drew from, people love talking about or displaying momentous achievements — trophies, diplomas, etc. — and how they let the visual do the heavy lifting.
Coloxyl, Ogilvy Commonhealth
A simple metaphor can go a long way. Typically, a goofy character in a sweater vest wouldn’t make its way off the creative director’s floor, but it works so well here. The clean layout, the vibrant colors and Stefan’s sympathetic disposition, make you feel good on the inside – which is the point of the medication. Surprisingly, the Coloxyl creative team succeeded in identifying two icons (Stefan and stools), while most brands try and fail to identify even one.
Dulcolax, Callegari Berville Grey
Brand recognition allows for so many liberties. That’s why this Dulcolax ad succeeds, even though it leaves so much to the imagination. The CGI is so well done that it keeps me interested on each rat’s personality deep into the background. Even with the absence of copy, I’m lingering on this ad longer than necessary, which is great for the brand.
Karuna, Chirpy Elephant
Less is more. The attention to detail in this illustrative style is stellar. But what I appreciate most is the complete absence of any other distracting elements, which would compete with, rather than enhance the primary imagery. And even though my background is in copy, I believe that “less is more” pertains to words as well.
Remicade, DDB Sydney
No people, no problem. Some of my favorite ads don’t feature any patients, but still successfully convey an emotional story for the target audience. This ad is simple, beautifully shot and effectively delivers the key message in a relatable manner.