This Fisherman's Friend Ad Compares Today's Colds to a Knight's Sniffle
References: marketingmag
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.
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.
Trend Themes
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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.
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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.
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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
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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.
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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.
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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.
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