Healthcare > Health & Wellness: Consumer Products
POLARIS, Tokyo / SSP CO. / 2016
Overview
Credits
Synopsis
Comedian Hiroiki Ariyoshi is on a car, heading to his next shoot, huddled in a down jacket and mask, coughing and looking very much under the weather. His manager says with a worried look, "You look like you have a bad cold." In response, he says "But I've got STAC" as if he is reassuring himself. His manager, still seems worried, to which he responds with a strong expression, "I've got STAC!", implying that he trusts in STAC. After a demo cut introducing the characteristics of the new STAF Eve Fine EX, Ariyoshi, whose bad cold symptoms have been alleviated, heads energetically to his TV program shoot. The ad closes with a message from Ariyoshi, showing his support for those enduring bad colds saying, "For those who taking a day off is not an option."
Cultural/local climate and regulations
The following 3 institutions set down regulations regarding promotion of OTC drugs.
-Ministry of Health, Labour and Welfare: Pharmaceutical Affairs Law
-Japan Self-Medication Industry: Standards for Appropriate Advertisement of Pharmaceuticals
-The Japan Commercial Broadcasters Association: The Broadcast Act, Article 16, Advertisement of Medical, Pharmaceuticals, Cosmetics
Context information
-Most companies in Japan do not have a sick leave system and many cannot take the day off even if they have a cold. They must work regardless of their condition but their performance is compromised. Therefore, the situation and message of the commercial is something that resonates well with Japanese businessmen and women.
-Japanese are sensitive about personal hygiene and it is normal for people to wear masks so that they do not spread their cold to those around them. Therefore, the actor wearing a mask in the commercial facilitates immediate understanding that the message is related to colds
More Entries from OTC Oral Medicines in Healthcare
24 items