We targeted people with moderate-to-severe psoriasis. It’s 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 hear a West Country beekeeper talking about her life now that she’s beaten psoriasis.

She’s very passionate about bees. As she talks, we realise she’s got a particularly unusual way of beekeeping: now that she’s achieved clear skin, she does it naked.

Then a bee stings her. But, because she’s so happy with her clear skin, she somehow turns this into a good thing.

The end reveals that, if you have psoriasis too, you can achieve clear skin – just by asking your doctor. 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 woman has a deliberately exaggerated ‘West Country’ accent, an accent in the UK traditionally associated with farming and the countryside.

We hear bees buzzing.

FVO: (West country accent)

Now I’ve cleared my psoriasis, I can be at one with the bees.

...Just me, the bees and the breeze.

Most people think I’m crazy.

You can’t do beekeeping butt naked, they say.

Well. If you don’t trust the bees, the bees won’t trust you.

A pause.

We hear a louder buzz. Suddenly she lets out of a cry of pain –

- then tries to style it out.

Ahhh - see? That’s them saying...I loves you.

FVO: (Clear, neutral, little bit of edge)

If you have psoriasis, ask your dermatologist for clear skin.

What you do with it is up to you.

Visit askforclear.co.uk

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