Award for communication with human tension and effective help
It is not easy to attract attention with a TV spot. But that is exactly what the pharmaceutical manufacturer MEDICE Arzneimittel Pütter GmbH & Co. KG succeeds in doing just that with the commercials for its Meditonsin drops. The spots show interpersonal tensions in the supermarket or in a café and praise the drops as an effective aid to strengthen the body’s defences and self-healing powers. For the successful concept and implementation, the Meditonsin spots are awarded the Health:Angel for outstanding health communication in the category “Classic Advertising (POS)”.
The two spots depict the concern for one’s own health as well as the interpersonal “arcs of tension” resulting from the situation. The protagonists feel a sneezing sensation at the checkout in the supermarket or in the café and thus unsettle their surroundings. Especially in Corona times, visible in the supermarket spot through the masks worn by all the actors, there is a significantly heightened sensitivity in society to the risk of infection. The concern about one’s own illness or infection by others is therefore more present than ever and thus a well-chosen topic for the commercial, in which Meditonsin is offered as a simple and effective solution.
“For us it was very important that, especially in this day and age, the commercials must be charming and serious. Many people will be able to identify with the scenes and say, that’s just how it is, just don’t sneeze or cough like in real life,” says Ahmet Aker, Group Product Manager Cold at MEDICE.
Fabian Beger, Business Unit Head OTC/OTX Marketing at MEDICE, adds:
“We wanted to produce attention-grabbing spots that are very close to reality, coupled with humour and charming in-betweenness.”
The Health:Angel has been awarded for outstanding health communication for many years. It consists of a sculpture by Italian artist Massimo Bramandi.
In recent years, the award has gone to companies, initiatives and agencies in the healthcare and communications industry such as “Unforgettable – Our Choir for People with Dementia” (TOWER PRODUCTION/ZDF/Anette Frier), ZNS – Hannelore Kohl Foundation for people injured in accidents with damage to the central nervous system, TATORT doctor Joe Bausch (“KNAST”), Doctors without Borders, 1LIVE/WDR (digital concept “KRONE 2020”), Frank Zander (social commitment) and to Burkhard Mohr (caricatures as a contribution to health communication).
The handover of the Health:Angel to the makers of the Meditonsin spots is planned after the Corona pandemic has been contained.