McNeil Consumer Healthcare releases new Benadryl commercial
By Adnews Staff
McNeil Consumer Healthcare has begun a new national campaign for Benadryl allergy medication. The campaign consists of a 30-second television commercial called “Dart.” In the animated ad, a man walking on a street is hit by a dart, causing him to break out in hives. He looks around and sees that the reaction could have been caused by nearby perfume, detergent, a bee, a strawberry or a weed. A voiceover says, “You may never know what got you, but you’ll know what to do about it.” The man take out some Benadryl. The ad ends with the tagline, “Remember the dryl. Benadryl.” The ad was developed by JWT Canada of Toronto. “The idea was based on a simple truth that people may develop allergic reactions to a variety of everyday objects,” said group account director Monique Zarry. “The creative execution reflects how spontaneous an allergic reaction can be as well as how innocuous the allergens can be. The light-hearted, contemporary style of animation takes the sting out of the discomfort of these types of situations.” The ad broke on May 7 in English and French. It will be followed by a shorter version tagged to promote the launch of a new product called Benadryl Itch Relief Stick.