This ad for Fisherman's Friend features a wild display of knights fighting, which aims to compare today's cold to those of the past. This exciting commercial uses a voice-over to speak on behalf of the handy cough drops in a manly voice.
The voice over says that today's colds would never affect a heroic knight. The ad displays another man in a fighting ring nub his nose on a bystanders shirt to get rid of his nose germs. Then, the ad reveals a modern day scene of a man who is sick in bed and simply cannot move. The voice-over says "There was a time when that sniffle meant your booger was looking for a place to hide. Sadly times have changed."
The ad closes with the caption "Fisherman's Friend, suck it up." The closing statement is a reference for the brand's hard candy cough drops that soothe any common cold symptoms.
Chivalrous Cough Drop Ads
This Fisherman's Friend Ad Compares Today's Colds to a Knight's Sniffle
Trend Themes
1. Heroic Health Ads - Ads that compare modern health issues to historic events create a sense of nostalgia and evoke strength in the face of adversity.
2. Narrative Marketing - Using voice-over narration in ads adds a compelling story element that can capture the audience's attention and create a stronger emotional connection to the product.
3. Comedic Relief Ads - Ads that use humor to address common health issues can break the taboo around discussing such issues, making the audience more receptive to the product being advertised.
Industry Implications
1. Consumer Goods - Companies that produce over-the-counter cold and cough remedies can innovate their marketing strategy by creating ads that portray their products as heroic and nostalgic.
2. TV and Film - Narrative marketing techniques such as voice-over narration can be used in movie trailers and other forms of advertising seen on screen, such as online video ads.
3. Comedy - Comedians and comedy producers can collaborate with companies that produce over-the-counter cold and cough remedies to create humorous ads that address the common cold and break the taboo around discussing such issues.