Cacophony for a new eye product

Similasan develops and produces homeopathic medicines, natural cosmetics and other remedies and products for drugstores and pharmacies. Similasan offers very gentle and side-effect-free solutions for the self-treatment of almost all everyday ailments. Similasan is the market leader for eye drops in Switzerland.

Karling was commissioned to develop a TV commercial for the new Similasan Tears Again Sensitive eye spray. In contrast to many competitors, Tears Again is not sprayed into the eye but onto the eyelid. Tiny lipids are applied to the eye with every blink. These lipids repair the natural protective layer and prevent the eyes from drying out.

Dry eyes are often just unpleasant: it scratches, it bites, it bothers. Sometimes, however, this small problem becomes a really big one. That's when you have something really urgent or important to do. The TV commercial dramatizes this with a conductor standing in the middle of a performance. The performance derails due to the eye problems and it becomes increasingly cacophonous. Two quick sprays of Tears Again would have been enough to get rid of the unpleasant problem and repair the protective layer.

The commercial was realized with the director Jyri Pasanen and the production company Who's Mcqueen. The music by Pyotr Ilyich Tchaikovsky was adapted by Peter Bräker. The campaign has been running on 14 different TV stations since this week. Karling has been working for Similasan since 2016. Further work will follow in the coming weeks.