Actor Pharma has relaunched laxative brand, Prunelax, with a gassy new campaign. The brand has rolled out the first two spots in partnership with director Armand de Saint-Salvy, Vandal, and Helium Film.
A family crying at their grandmother’s funeral…not funny. A family crying at their grandmother’s funeral only to be stunned when she farts herself back to life due to incredible constipation…funny every time.
The spots aim to drive awareness by cutting through the sanitized health category in a major pivot from traditional pharmaceutical advertising.
“Taking a brief asking for a campaign that will ‘ruffle some feathers’ is always accepted with cautious optimism,” said ECD Craig Bailey.
“In this case: brave client? Tick. Audacious strategy? Tick. Our mandate to create a campaign communicating that you don’t know true relief, until you’ve tried Prunelax, willfully manifested into this unapologetically amusing work.
Bailey said while these were the first of five spots, the same irreverent, humorous approach would be built upon in future executions, “to further reinforce that Prunelax is the custodian of true relief.”
“We’re living in a strange time with a lot of noise in the media; so it was imperative to find the right agency to help us cleave through it all – Five by Five just got ‘us’ and what we wanted to achieve,” said Florian Struengmann, Actor Pharma. “We are very excited to launch the Relief campaign, to help us build awareness of Prunelax as the preferred natural laxative brand.”
Client: Actor Pharma
Managing Director: Florian Struengmann
Marketing Manager: Donna Jacobson
Creative Agency: Five by Five Global
Strategy Director: Matt Lawton
Executive Creative Director: Craig Bailey
Creative: Craig Bailey
Creative: Nick Donovan
Client Director: Marc Grantham
Production Manager: Amar Narula
Account Manager: Lois Vega
Account Executive: Rukiya Ahad
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
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