People with diabetes have to regularly check their blood by pricking their finger with a needle around 4,000 times every year. They hate it. But with the Dexcom G6, those days are over. It monitors blood without any needles at all. That means no more pricks. Our ads highlight this massively important product feature by focusing on the fact that in English, there are two types of annoying prick. A very British voice tells us that because there are so many of one type, we made a diabetes monitoring system without the other type.

In English, a ‘prick’ can mean making a hole with a sharp point – like when someone with diabetes uses a needle to test blood. It is also an insult. ‘Prick’ is something you call an obnoxious, unpleasant and annoying person. In the UK, where these ads ran, it’s a word with strong, divisive impact. In fact, it is banned by mainstream radio stations – which is why we found alternative outlets for our work: Spotify and digital radio stations.

MVO:

(Weary sigh)

British people who fistbump. That guy who stops at the top of the escalator to check his phone. Public face-timers. People who say ‘amazing’. That guy on Twitter who ends every tweet with ‘let that sink in’. Bartenders who call themselves ‘mixologists’. New mums on Facebook (hashtag blessed). Gym bros. Bike bros. Coffee bros. Just…bros. Instagram couples. Lifestyle gurus. That teacher you had. You know the one. Your ex. Your ex’s new partner. All your ex’s new partner’s friends.

The world is already full of pricks. So we made a glucose monitoring system for diabetics that doesn’t have any. The Dexcom G6. No needles. No pricks.