EMS, the largest pharmaceutical laboratory in Brazil, has just launched its new campaign for the MultiGrip product, starring the presenter, actor and model Rodrigo Faro. Created by the agency We, the project shows, in an unusual way, how a sneeze, a cough and the simple act of blowing your nose can draw people’s attention more than you might think.
Imagine, instead of a sneeze, a “Cavaaalo”, or an “Ai, aiii” instead of a cough, or even a “Cheeeeega” when you are blowing your nose. This is the proposal of the film Sonoplastia, directed by CINE. Under the motto ‘Multi Effect’, the project features everyday situations of a person with flu symptoms, played by Faro, who ends up emitting his classic catchphrases instead of the sound effects of sneezing, coughing or blowing his nose.
“In MultiGrip campaigns, we always think of celebrity characteristics as a ladder to set the mood. In the case of Faro, these packs Sound effects have already become an important part of his program on TV, and now, they are in the new EMS advertisement”, comments Armando Araujo, Vice President of Creation at the agency.
The campaign also consolidates Faro’s performance as an ambassador for EMS, in addition to exploring his more youthful personality to connect with a younger and more attuned audience. Aired on open networks and paid TV channels, in addition to the brand’s social networks, the action is part of a series with two other films for Gerovital and Allexofedrin products, promoting the differentials in their compositions.
Watch the first full campaign film below.
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