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Creative
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No Otriven, No Sleep in Humourous GSK Ad from Saatchi & Saatchi Germany

Saatchi & Saatchi Worldwide, 6 months, 3 weeks ago

Saatchi & Saatchi has been responsible for Novartis Consumer Health globally since 2007

No Otriven, No Sleep in Humourous GSK Ad from Saatchi & Saatchi Germany

Your nose is congested, breathing is difficult and there’s no way you’re going to get any sleep, cold sufferers will be all too familiar with these symptoms. That’s when people become nocturnal, or as they say in German: “night-active” creatures. A state that we just cannot adapt to. It’s this annoying condition that Novartis Consumer Health / GSK address in their new online video for their brand Otriven. In the pre-roll with the fitting name “Night-active”, the brand fully relies on irony and entertainment to get its message “A free nose can do more” across. 

Responsible for the concept, realisation and production is Novartis’ long-time agency partner Saatchi & Saatchi Germany. The 40-second video can be seen as a pre-roll on YouTube and also on the Otriven YouTube channel.

In the video, the Saatchi & Saatchi creatives skilfully reverse the usual train of thought that consumers are used to from pharmaceutical advertising, and show what happens when the product is not being used: because of a congested nose, the protagonist can’t sleep, so he gets up and starts a rapid and funny chain reaction, leaving a trail of destruction behind.

Julia Fritz, Senior Brand Manager at GSK commented: “Our goal was to showcase ‘Sleeplessness during a cold’ in a surprisingly unique way, in order to strengthen Otriven’s brand awareness. Thanks to the deliberately exaggerated story we are able to create entertaining content that consumers like to share”.

Saatchi & Saatchi has been taking care of Novartis Consumer Health globally since 2007. For the German market, the agency has created campaigns like 'Cat' and 'Washing the Dog' for the Novartis brand Voltaren, and also the successful online videos 'Pain agents' (Voltaren) or 'Like animals' (Fenistil).





Advertiser

Advertiser: Novartis Consumer Health

Senior Brand Manager : Julia Fritz

Creative Agency

Creative Director: Gisela Schmitz, Sandra vom Berg

Account Director: Frank Mayer

Creative Agency: Saatchi & Saatchi

Head of Creative Services: Michael M. Maschke

Client Servicing: Guido Uhle

Media Agency

Media Agency: MediaCom, Düsseldorf

Music and Sound

Sound Design: Mokoh, Berlin

Production Company

Director: Andrej Gontcharov

Production Company: doity Produktion, Berlin

Category: Medicine and remedies , Pharmacy

Genre: Comedy , People , Storytelling