A new television commercial from FCB Joburg for Adcock Ingram's brand, Panado, is tugging at the heart strings of South Africa's mothers and fathers. Established 120 years ago, Adcock Ingram is a household name in South Africa while Panado - positioned as the GP's choice for headaches, fever, minor aches and pains - one of the country's most well-recognised self-medication brands.
FCB Joburg's team of creative director Erin Brooks, copywriters Melusi Mhlungu and Thabang Manyelo and art directors Ricky Kunene and Monde Siphamla rose to the challenge posed by Adcock Ingram's Senior Category Brand Manager, Daisy Masiangoako, to communicate efficacy while still maintaining the brand's key functional differentiator around safety for the whole family.
In addition, the creative concept and tone of the communication had to be such that it connected on an emotional level with LSM 7-10 moms.
The resultant ad, directed by Bouffant's Petar Spiljevic and taken through post production by Deepend and Splash, bucks the trend of advertising in this sector which portrays the mother as the care-giver. Granted, someone is calling the doctor for advice but it's not the mom, it's her young daughter intent on behaving with decorum and professionalism as she confirms with the doctor that her fever-ridden parent should take Panado. She nods to her mom and hands her a glass of water, at which the mother gratefully takes a Panado from the box and swallows it.
Relying on precise character acting as opposed to special effects or witty repartee, the simple story is poignantly told and no doubt reminds many mothers of the myriad times the GP's choice has come to the rescue of their own families.
The ad is currently screening across SABC 1, 2 and 3 as well as ETV and a dozen DSTV channels. It is being complemented by a radio execution playing on five major stations with an urban footprint. A second burst of flighting and screening is scheduled for early 2015.