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.

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.

This film highlights the key symptom of Athlete’s foot – the burning sensation – in an edgy execution. Real fire was applied on shoes to create a realistic effect of “burning feet”. The camera and editing techniques came together to deliver a fast-paced piece, which resonated well with the urban target audience.

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.