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.