Echinaforce is a natural cold and flu remedy that protects you from illness much like an umbrella protects you from the rain.
This was the visual metaphor central to the development of the TV commercial, for client SA Natural Products. In fact we made sure to include a shot that establishes the visual similarity between the Echinacea flower and an umbrella. This visual reinforcing – with the flower blooming and transforming into an umbrella – also helps to explain why the plant has a naturally drooping look on product packs.
As for the ad itself…
The setting is a city during rush hour on a grey Winter’s morning. Our heroine is part of a sickly crowd of (distinctly) South African pedestrians clustered at a street crossing. It’s not raining but our heroine opens an umbrella – receiving strange looks from those around her. However, our heroine’s foresight about the weather is just like that of people who take Echinaforce to prevent colds and flu. When the downpour arrives, and everyone else is drenched, our heroine is protected and can continue her day happily.
Click here for a behind the scenes look at the making of the TV ad.
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