# Chivalrous Cough Drop Ads This Fisherman's Friend Ad Compares Today's Colds to a Knight's Sniffle By Ady Floyd | Published 2015-11-05 | Updated 2015-11-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fishermans-friend References: [marketingmag](http://www.marketingmag.ca/brands/got-a-cold-fishermans-friend-wants-you-to-suck-it-up-160795?rss=yes) This ad for [Fisherman's](https://www.trendhunter.com/trends/orange-spice) 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](https://www.trendhunter.com/trends/sootheez) that soothe any [common cold symptoms](https://www.trendhunter.com/trends/chews-cold-flu). ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 20% | Activity: 68% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Sickness Survival Kits](https://www.trendhunter.com/trends/man-cold-relief-kit.md) - [Fight-Themed Whiskey Campaigns](https://www.trendhunter.com/trends/bear-fight-whiskey-ad.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Mucus Mascot Dating Profiles](https://www.trendhunter.com/trends/mucinex-no-regrets.md) - [Educational Cold Medication Campaigns](https://www.trendhunter.com/trends/mucinex-flip-the-script.md) - [Sickness-Fighting AI Games](https://www.trendhunter.com/trends/mucus-masher.md) - [Savory Cough Drops](https://www.trendhunter.com/trends/soup-drops.md) - [Quirky Spoof Collectibles](https://www.trendhunter.com/trends/fight-teeth.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)