Wed, 02 Jun 2021 11:28:10 GMT
Fybogel, the Reckitt-owned high-fibre laxative brand, has launched its first TV advertising campaign and introduced a new tagline: Find Your Groove. Devised by creative agency Havas London, the lively new campaign spans TV, print, digital and out-of-home, and runs for the next five months.
It is based around the uncomfortable truth that constipation can feel like a constant, debilitating, never-ending presence – rendering sufferers sluggish and tired, breaking their rhythm and preventing them from enjoying their lives to the full.
And it’s this rhythm that takes centre stage in this upbeat soundscape of a commercial – quite literally
Find Your Groove follows a fifty-something woman as she goes about her busy, and auspiciously constipation-free, life. It takes everyday sounds – including an early morning yoga session, walking the dog, bowling with the kids, cooking dinner, taking salsa lessons and a firework display – and fuses them together one-by-one into a catchy and high-tempo rhythm that puts the sound design front and centre.
Avoiding the kind of lazy, offensive tropes often used to depict older age, the spot showcases later life as it really is, celebrating an active older woman full of zest and, thanks to Fybogel, very much in her groove. It highlights the fact that Fybogel contains natural fibre which works with your body to relieve constipation and maintain regularity – facilitating a life that keeps moving.
It launches this week on TV and through a number of special insertions in Metro, with the campaign running until October. It was created by John Ogunmuyiwa and Lyndarn Harrison at Havas, with the TVC shot by award-winning director duo Simon & Ben through Borderland.
Dave Mygind, creative director at Havas London, says: “This category likes to focus on the debilitating effects of constipation – yet sufferers need scant reminding of how that feels. I’m really proud that we created a campaign for constipation that doesn’t feel like a campaign for constipation. It feels fun and playful, and the line ‘Find Your Groove’ perfectly sums up Fybogel’s purpose in people’s lives.”
Ivona Dimitrova, senior brand manager at Reckitt adds: “Constipation shouldn’t – and needn’t – stop you in your tracks. Fybogel uses the natural power of fibre to help restore and maintain regular digestive health, enabling a life that keeps moving – and this campaign brings that regularity and routine to life beautifully through rhythm.”
Genres: Music performance, People
Categories: Beauty & Health, SupplementsHavas UK, Wed, 02 Jun 2021 11:28:10 GMT