Prunelax was a newly licensed product in Australia - it was a brand that had low awareness and its new owners, Actor Pharma, wanted to change that.

​In Australia, pharma communications are tightly regulated by the Therapeutic Goods Association (TGA). The pharma advertising made here is notably conservative, clean, safe and highly-sanitised. Pharmaceutical brands exist in a sea of sameness.

As a result, almost all Australian pharma campaigns are boring and forgettable. With client Actor Pharma, Five by Five saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector. In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services.
So with Australians seeking the potent & cleansing power of relief - Five by Five brought the feeling to them in an arresting way.

Five by Five created 4 spots that all convey the emotion of relief and ran those online as a test to determine which ads to air on TV in 2022.

Using bold cinematic techniques, ‘Buried’ draws you in with intrigue & tension, priming viewers to seek out the climax; laddering up to a sketch comedy twist that lampoons the feeling of relief. It’s in that moment that the message lands - because no matter how relieved you are, Prunelax does it better. 'Buried' led the campaign which also included 'Casket', 'Itchy' and "I do". The executions were flighted over the course of 6 months stretching into 2022 and all supported with paid search, digital display and BVOD nationally.