Relief
Actor Pharma
Issue 60 | January 2022
Agency
Five by Five Global
Creative Team
Executive Creative Director: Craig Bailey Creative: Craig Bailey Creative: Nick Donovan
Production Team
Agency Production Manager: Amar Narula Production Company: helium.film Director: Armand de Saint-Salvy DOP: Jordan Maddocks Executive Producer: Brenden Johnson Producer: Benjamin O’Donnell Casting: Fountainhead Casting Post Production: Vandal Editor: Armand de Saint-Salvy Grading: Marcus Timpson Flame: Phil Stuart Jones Sound Design: Nigel Crowley Music composition: Subvert.tv
Other Credits
Strategy Director: Matt Lawton Client Director: Marc Grantham Production Manager: Amar Narula Account Manager: Lois Vega Account Executive: Rukiya Ahad Client: Actor Pharma Managing Director: Florian Struengmann Marketing Manager: Donna Jacobson
Date
September 2021
Background
The campaign sets out to inform consumers that Prunelax is on another level for the relief of constipation. The ‘Relief’ spots were developed against a strategy hell-bent on driving awareness by cutting through the sanitised health category in a major pivot from traditional pharmaceutical advertising.
The idea was to harness a bold cinematic style to disarm viewers and help Prunelax authentically own the feeling of relief. The first two spots to lead the charge - ‘Buried’ & ‘Casket’ - both strive to live up to the art of ‘the unexpected twist’. The dial was then turned up further with ‘I do’ & ‘Solo’ that followed.
Idea
The Challenge: Prunelax has been around for quite a while. It’s easy to see why, because the brand has an impressive range of naturally derived laxatives that bring real relief from constipation. But, awareness was at an all time low and competitors had been very loud these past few years. The Insight: relief is potent. It’s salvation from fear and anxiety and a unique feeling that we all know. The Idea: no matter how relieved you are, Prunelax does it better….
Campaign Line: There’s ‘relief’, and then there’s relief.
Results
Results so far mid campaign Approx 30% sales increase YOY