This TV commercial for Bio-Strath (from SA Natural Products) took shape around the new product platform: “Joy” – which really sums up the product’s personality.
Bio-Strath creator Dr Walter Strathmeyer once called the natural whole food supplement “A live tonic for a live body.” Extending that statement logically, both Bio-Strath and the person taking it are “Full of Life!”
This became the driving inspiration for the high energy, uplifting commercial, in which we visit 4 scenes where the main characters are all clearly very “Full of Life” as a result of using Bio-Strath. They clearly get up on the right side of the bed every morning. And their joy for life translates into dance moves they can’t resist.
Musically, the Bio-Strath TVC features a unique track of our own creation, with custom music and lyrics performed by live musicians. You can probably hear that we took influence from James Brown’s classic “I Feel Good” and the Jackson 5’s “Can You Feel It?”
This ad eventually linked in with Bio-Strath product placement in popular soapie 7nde Laan. Read more about that here or have a behind the scenes look at the making of the ad.
Teasers:
In the lead-up to the 40 second ad’s debut, a series of 15 second teasers appeared on TV. These teasers, in the Bio-Strath blue and yellow colours – with a hint of the unique Bio-Strath music – were designed to drive traffic to the Bio-Strath Facebook page, and get consumers sharing their life-changing stories about the product.
We rolled this campaign platform across various other media, from print to outdoor and in-store.
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