Health and Wellness > Consumer Products
SAATCHI & SAATCHI SWITZERLAND, Geneva / GLAXO SMITH-KLINE / 2016
Overview
Credits
BriefExplanation
The film reveals the story of three different characters underperforming due to the discomfort caused by their foot fungus condition, commonly known as Athlete’s foot. The discomfort is metaphorically visualised by the fire in their feet, which represents the chief symptom: the burning sensation.
The characters are engaging in activities independently, but their stories become interconnected when they cross paths.
The runner, who struggles to keep his rhythm, passes a cyclist who is also having difficulty cycling and, finally the cyclist crosses paths with our key protagonist, a young amateur basketball player. It becomes clear that the basketball player can’t perform well due to the “fire” in his feet.
Lamisil, the ultimate solution for Athlete’s foot, enters the scene to extinguish the fire. After a successful application, the player gets confidently back in the game to shoot a winning shot.
BriefWithProjectedOutcomes
GSK Consumer Healthcare is advertising over the counter (OTC) products . OTC product advertising is governed by the US Federal Trade Commission (FTC) Requirements. TV stations may have additional requirements for advertising approval before advertising is allowed on air.
EntrySummary
The film is initially intended for the US market, where there is a strong focus on individual performance and competition. The piece also brings a new perspective to sport performance, providing an opportunity to compete with productions from the major sport manufacturers in the North American market.
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