PFIZER READIES NEW POLYSPORIN FOR KIDS ADVERTISING
By Adnews Staff
Pfizer Canada is promoting a new antibiotic cream called Polysporin For Kids with television and print advertising. The campaign, created by J. Walter Thompson of Toronto, will break during the week of May 10 in English and French. This will be the first time Polysporin has been advertised nationally on television. The ad depicts a protective mother who has added hand brakes and a fire extinguisher to her son's stroller. However, the boy still trips and scrapes his knee. The mother rubs Polysporin on the injury. The tagline is, "Helps get rid of the ow now." Print advertising will run in the June issues of women's magazines. The print creative shows children in situations in which parents have gone overboard to protect them. In one ad, a girl sits in a wagon surrounded by Styrofoam chips. In another, a boy rides a bicycle along a path lined with cushions. The copy reads, "Hard as you try to protect them, cuts and scrapes still happen."