Bayer launches new ‘The Advantage Family’ national campaign for Advantage via ghg
A new campaign for The Advantage Family, Bayer’s portfolio of flea, tick and worm treatments,
launches this week via ghg.
The national campaign highlights the special relationship mums have with the family pet. Parasite protection isn’t a fun part of having a pet in the family but it is a necessary part of ‘pet parenting’.
Everyone loves having a pet but the monthly protection regime is one of those things mums
understand it seems to fall on them to do.
With 2 TV spots (one each for cats and dogs), magazine ads, online and POS in both pet stores and Vet clinics, the campaign puts emotion into the category.
All too often parasite protection focuses on killing the nasties or facts and stats; instead The
Advantage Family reinforces that it’s actually a way of ‘showing the love’ and keeping your pet
close to you. And showing warm and fuzzy scenes mixed with some all too real frustrating moments means The Advantage Family really understands mum’s needs as well as the pet’s.
The campaign was produced by Filmgraphics Entertainment and directed by Adam Blaiklock, and magazine ads photographed by Hugh Peachey.
Bayer CAP Business Unit Manager Frances Jewell
Bayer CAP Senior Brand Manager Michael Wilson
Bayer CAP Marketing Communications Manager Melissa Wallis
Creative Agency ghg Australia
Creative Director/Writer/Art Director Tim Brierley
Group Account Director Donna Richardson
Planning Director Mike Foster
Film Production Filmgraphics Entertainment
Director Adam Blaiklock
Producers Drew Bailey, John Ruggiero
Post Cutting Edge
Sound We Love Jam
Photography Hugh Peachey
6 Comments
FUN FACTS: After World War I, the Bayer company became part of IG Farben, a German chemical company conglomerate. During World War II, the IG Farben used slave labor in factories attached to large slave labor camps, notably the sub-camps of the Mauthausen-Gusen concentration camp.
IG Farben owned 42.5% of the company that manufactured Zyklon B, a chemical used in the gas chambers of Auschwitz and other extermination camps. After World War II, the Allies broke up IG Farben and Bayer reappeared as an individual business. The Bayer executive Fritz ter Meer, sentenced to seven years in prison by the Nuremberg War Crimes Tribunal, was made head of the supervisory board of Bayer in 1956, after his release.
Hey Funstar,
I designed all the Nazi’s uniforms – are you going to burn that cool jacket of mine you where all the time?
No, of course you’re not, you absolute twat.
They obviously have an historical knowledge of extermination. Seems appropriate.
Fun Facts – Well said!
Hugo Boss – Pretending to be a Nazi, even in jest, is in extremely poor taste. The fact that you don’t know the difference between ‘where’ and ‘wear’ speaks much louder than your attempted put-down. In short, you have no business commenting on a blog aimed at adults. And while I’m at it, thanks a lot for voting for the LNC, you illiterate simpleton.
If you get a brief for one of the most boring and uninteresting product categories then make sure you write a cracker of an ad. The ads here are a wasted opportunity because they are boring, cliched, rely on a technique seen many times before (child’s voice coming out of an adult’s mouth), not to mention yet more child presenters. Seriously, try being an original, exciting, different creative for your client. Unless your client is as boring and unoriginal as you are. What a waste.
why is this on campaign brief…?