Mission Pharmacal didn’t want an ad. They wanted to get people talking. But with internal medicines gaining popularity, no one was saying much about topical pain ointments — which meant that their product, Thera-Gesic, wasn’t selling as well as it had in the past. That said, the folks at Wal-Mart were ready to pull the product off their shelves.
THE IDEA
With a modest television budget, it wasn’t likely that an ordinary commercial was going to save the brand. So we created something that would live beyond a 30-second TV commercial. An idea we dubbed “Goat Tears” drove home the point that Thera-Gesic topical cream isn’t a crazy home remedy — it’s real pain medicine. The extended play version featuring a crazy lady and her herd of humble goats was a hit on YouTube. And once the Wal-Mart buyers saw the spot, they too couldn’t stop talking about it.
THE RESULTS
Our brand stayed in Wal-Mart and even got better shelf placement, putting Thera-Gesic on the road to recovery. And the spot, with a tiny budget but a huge idea, made its way through the awards shows, all the way to the Cannes International Film Festival, where it was honored as a finalist.
Credits: Jim Sykora/Creative Director, Vincent Lopresti/Creative Director, Jim Bowling/Writer, John Shannon/Art Director, David Popescu/Director, Brent Herrington-3008/Editor, Moroch/Agency
SERVICES
VIDEO CONTENT
BRANDING
VISUAL EFFECTS
VERTICALS
CONSUMER
TRADE
HEALTH
PAIN RELIEF