Hepilor: when your throat and gums need real medicine
Versions — 4
The challenge
Show that Hepilor is a medicine, not just a mouthwash
We made four Hepilor spots for Farmak, for the solution and the spray. The solution's main job was to set it apart from the many mouthwashes on the shelf and show that it is first and foremost a medicine. The 2014 spot had to speak to an older audience, whose gum problems get worse with age.
The result
Symptoms amplified by metaphors, and the simplest possible delivery for a mature audience
In the first spray spot we amplified the symptoms with metaphors: when the hero's throat feels scratchy, his wife switches on a blender, and his silhouette fades. Our post-production team animated how the drug works. For the solution we went with a classic problem-solution structure, and in the spot for older viewers we deliberately dropped elaborate creative: bleeding gums, bad breath, plaque — and Hepilor as the answer. In the 2015 spray spot, a pharmacy shot makes the point that out of the whole range, Hepilor is the one to pick.
Credits
- Creative director
- Illia Lazorkin
- Director
- Illia Lazorkin
- DP
- Yaroslav Monchak, Oleksandr Pozdniakov
- Project manager
- Vitaliy Sobolevskiy
- Post-production supervisor
- Serhii Torba
