Superdrug: 3 for 2

Making it Short, Sweet and VERY MEMORABLE!

Let’s face it, most retail promotion ads sound identical: a voice reads the offer over upbeat music. Our challenge was to cut through with something distinctive in a format with almost no room to manoeuvre. Twenty seconds is barely enough time to state the offer, let alone make it memorable!

Our Twenty second straight-jacket forced us to be ruthless. We opened with a burst of “on stage” intro a moment of theatrical energy that echoes the key message and grabs attention before the offer lands. It was a small creative decision, but in such a short ad, the difference between a strong open and a flat one is the difference between being heard and being background noise. From there, the offer and call to action were delivered cleanly and clearly. No clutter, no padding - just enough personality to make them stick.

As a result we delivered Superdrug impactful creative that earned its place in a national campaign and did what many twenty second retail spots fail to do: STAND OUT.