We targeted people with moderate-to-severe psoriasis. Its a debilitating condition, for many, clear skin is the goal.

The good news – thanks to advances in dermatology, it’s now possible. The bad news – after years of setbacks, most patients don’t think it’s achievable.

Our job was to change their minds.

We see a brief snapshot of a person with psoriasis, shot through a VHS-quality camera. It shows him on the beach, covered up, reserved and camera shy.

This is a glimpse of what the condition can do: it destroys confidence and forces people to hide away.

Then we cut to the present day, on a beach. It’s not an exotic beach by any means but our man doesn’t care. With his skin on show, his belly out and his Speedos donned, he struts along the sand like a peacock.

Then he starts dancing. Why? Because he can.

He’s got nothing to hide anymore. He doesn’t care who looks at him. His skin is clear for the first time in years and he’s celebrating.

An end message reveals that if you have psoriasis too, you can ask for clear skin.

What you do with it is up to you.

As specified by the ABPI code, our ad:

- Cannot mention product name if it is prescription-only

- Cannot promote a specific treatment or treatment type (i.e. topical treatments, UV therapy, biologic treatments)

- Cannot over-promise or guarantee treatment outcomes

- Has to specify the company sponsoring the campaign

The ad was deliberately filmed at an ‘unglamorous’ beach to give the ad a grounded feel. This isn’t some patient celebrating on a beautiful beach in the Seychelles – this is your regular Joe wearing some Speedos at his local beach.