JWT+H+F: TV commercial realized for Priorin

Men who look in the mirror in the morning often take a critical look at their hair. The sparser it sprouts, the greater the resignation. As the advertisers at JWT+H+F found out in a comprehensive market analysis, those affected usually lack the belief that they can do anything at all about hair loss. However, there are now justified grounds for hope: with Priorin LF, Bayer is launching a freely available cosmetic product on the market that stimulates hair growth and actually provides help thanks to the pharmaceutical giant's concentrated scientific expertise.
JWT+H+F has developed the launch campaign for the new product and is focusing on strong emotions in a 30-second commercial. The nightmare of all men is dramatically visualized in an animated sequence. To prevent this nightmare from becoming reality, the benefits of early treatment with Priorin LF are then highlighted. Finally, the claim "Longer friends with your hair" sums up the product benefits in a nutshell. The campaign will be launched throughout Switzerland on May 3 and will include numerous POS measures in addition to the TV commercial.

Responsible at Bayer (Switzerland): Andreas Schönenberger (Country Division Head Consumer Care), Luca De Vito (Head of Marketing Analgesics & Dermatologics), Anita Hilgers (Brand Manager Priorin & Pretuval). Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Enrico Bachmann, Grischa Rubinick (CD), Grischa Rubinick (AD), Mathias Bart (text), Vanessa Lehmann-Spalleck, Christine Krause (consulting), Rainer Bühler (strategy), Victoria Iwaszkowska (DTP), Mirjam Fabrikant (FFF). Responsible at Frame Eleven (production): Marc Haas (consulting/CD), Pablo Kirschke (AD/3-D), Fabio Quaggiotto (3D mappings), Michael Raaflaub (illustrations/backgrounds), Beni Kägi (project management). Alexander Meier (director), Stephen Williams (DOP), David Satz (lighting), Jonathan Heyer (photographer), Rohner Retouche (image editing).