PROBLEM

As a topical pain relief gel designed to be used at any time, Deep Relief wanted to communicate their product’s benefit to an older audience - without resorting to the familiar tropes of ‘grey’ advertising. Following the success of their previous ‘Guru’ campaign, they also wanted to continue working from a place of empowering humour, rather than seriousness.

SOLUTION

We looked at the fact that, traditionally, older people aren’t given a voice in advertising and ran with it. Our ad plays on the idea of ‘word of mouth recommendation’ by having our couple and their dog jostle with - and eventually outwit - the typical authoritative TV ad narrator, placing them as the experts instead as they go about the many different aspects of their lives without missing a beat.

The ad was our response to a competitive pitch that we won in the face of COVID, and went on to own from concept to film direction - something that we’re particularly proud of given that we had to shoot at the start of the 2nd lockdown.