REACTINE READIES NEW ADVERTISING
By Adnews Staff
Pharmaceutical company Pfizer Canada, based in Kirkland, PQ, is promoting its over-the-counter allergy medication Reactine with a new 30-second television commercial from Taxi Advertising & Design of Toronto. The spot, called "Au Naturel", broke in English Canada yesterday and will begin airing in French Canada next month. The spot is set to the song "All I Need is the Air That I Breath" and depicts a man running through a forest removing his clothing piece by piece until he is nude. The commercial ends with a group of elderly women discovering the naked man. "While remaining empathetic towards allergy sufferers, we wanted to shift our focus from the allergy victim to the allergy 'survivor,'" said Michael Smith, brand manager for Reactine. Past executions for the brand include "Fashion Victim," also created by Taxi Advertising & Design, which depicted a fashion show disrupted by a model's allergies. Public relations for Reactine are handled by Strategic Objectives of Toronto.