Xenical: Pasta
Lethal obsession.
Weight loss is a vital part of cardiovascular risk management and weight loss with Xenical can have a significant impact upon key risk factors. When you help change their weight, you help change their future.
Advertising Agency: Paling Walters, UK
Creative Director / Art Director: Adrian Parr
Copywriter: Carmel Thompson
Photographer: Andy Mac
Other additional credits: Jeremy Pegg
9 Comments
Let's get cynical, cynical...
www.storytellerscreative.com
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STRTLRS, you have clearly never worked in pharma advertising. This is a very specific target audience and a very specific condition addressed. This works.
- The only thing rarer than a good ad is a good guest comment -
- The only thing more rare than a good ad is a good guest comment -
Part of the problem with this site (sorry, Ivan, it's a small complaint) is that we rarely get enough information about context -- was this a B2B ad, or something for the general consumer? I'm guessing this was a medical ad for doctor-subscribed trade publications, not people who're trying to deal with weight loss, and in that regard it probably works pretty well.
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No, I am not a media buyer.
It's not a small complaint. I would love to see something that indicates how the ad was executed and a bit of insight into who was targeted. I'm fairly familiar with Pharma advertising and I can guarantee that Paling Walters isn't putting this in the next issue of Heat. It's a good ad for the market, and that is sadly overlooked on this site.
- The only thing rarer than a good ad is a good guest comment -
- The only thing more rare than a good ad is a good guest comment -
My comment has nothing to do with the ad itself. Just wanted to highlight the fact that Xenical is pronounced "cynical". And yes, I have worked with pharma clients in the past.
www.storytellerscreative.com
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I wrote my comment before I saw what you said on the other ad, and I agree that the branding has a problem. Since you've worked with Pharma you know that quite frequently you get awful campaign branding. I remember the ads for something that was pronounced ass-effects (Acifex?) and that's just an uphill struggle for any agency to deal with.
- The only thing rarer than a good ad is a good guest comment -
- The only thing more rare than a good ad is a good guest comment -
the skull could be foreshadowing the killer gas they're about to unleash.
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