Ian Wright Licks Everything to Prove His Immune System Strength
Riley von Niessen — June 22, 2016 — Marketing
References: adweek & designtaxi
Gefilus, a probiotics company that's based in Finland, created an ad to show consumers just how effective its product is in building immune system strength in a cringe-worthy way. As most people know, keeping your hands clean is a key factor in keeping healthy, as people are constantly touching public surfaces that could be covered in potentially harmful bacteria. With this in mind, the idea of licking such surfaces in enough to send most into a panic.
Gefilus takes this notion and turns it on its head with the help of Valio -- with the ad following comedic TV host Ian Wright as he dares to lick public surfaces like a payphone, money, escalator rail, bottles found in the garbage, a subway pole and much more. The ad is long at 22 minutes -- making it work more as an informative TV episode that's complete with interviews with doctors. In summary, he scopes out things to lick that he believes would have the most bacteria in order to increase his immune system strength with the help of the probiotics brand's product.
Gefilus takes this notion and turns it on its head with the help of Valio -- with the ad following comedic TV host Ian Wright as he dares to lick public surfaces like a payphone, money, escalator rail, bottles found in the garbage, a subway pole and much more. The ad is long at 22 minutes -- making it work more as an informative TV episode that's complete with interviews with doctors. In summary, he scopes out things to lick that he believes would have the most bacteria in order to increase his immune system strength with the help of the probiotics brand's product.
Trend Themes
1. Disgusting Marketing - Provocative forms of advertising using unconventional and off-putting messaging and visuals.
2. Immune System Wellness Products - Development of new products focused on improving immune strength through the use of probiotics, vitamins and natural remedies.
3. Comedic Branding - The use of comedic content and spokespersons to promote products and generate viral buzz.
Industry Implications
1. Probiotics - The use of various bacteria and microbiome-based products to foster healthier human immune systems.
2. Advertising and Marketing - Innovative ways to capture and hold consumer attention using provocative content and comedy.
3. Wellness and Medicine - Holistic approaches to improving public health and wellness that incorporate probiotics and other natural remedies.
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