Designed by Publicis of Sao Paulo, Brazil, this P&G Vick 'Knockout' campaign likens the experience of an illness to the impact of a punch. In many ways, the dizzy feeling, the headache, the pulsing eyes and the excess fluid closely match the symptoms of a particularly nasty strain of influenza.
To communicate this imagery, the ad agency took close-up photographs of three people looking in all respects as if they're being pummeled in the face, but in fact, no fist is present. With closed eyes, an open mouth and contorted cheeks, the victims of this viral infection are being beaten up by the contagious bug.
With a tagline reading "Don't let the flu knock you out," the P&G Vick 'Knockout' campaign promotes a range of over-the-counter products that will relieve your uncomfortable symptoms.
Punched Remedy Advertising
The P & G Vick 'Knockout' Campaign Fights Off the Flu
Trend Themes
1. Visual Metaphor Advertising - Using clever visual metaphors in advertising can create impactful and memorable campaigns.
2. Illness-inspired Marketing - Drawing inspiration from illnesses can help create relatable and attention-grabbing marketing campaigns.
3. Symptom-driven Advertising - Highlighting specific symptoms in advertising can effectively communicate the benefits of relevant products or services.
Industry Implications
1. Advertising and Marketing - The advertising industry can leverage visual metaphors and illness-inspired marketing to create disruptive and engaging campaigns for clients.
2. Pharmaceutical and Consumer Healthcare - The pharmaceutical and consumer healthcare industries can explore symptom-driven advertising to effectively promote their products and services.
3. Creative and Design - The creative and design industry can aid in developing visually powerful marketing campaigns that utilize clever metaphors and inspirational elements.