Prunelax launches ‘true relief’ campaign via Five by Five

6 September 2021

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Unapologetically amusing work about Prunelax.

Independent agency Five by Five Global has used humour to relaunch Actor Pharma's laxative brand, Prunelax.

Described as “irreverent” the campaign, made in partnership with director Armand de Saint-Salvy, Vandal & Helium Film, uses a bold cinematic style.

The first two spots of a five-part iteration rolled out across YouTube, digital, BVOD and social on 6 September. Entitled Buried and Casket they illustrate the art of ‘the unexpected twist’.

Five By Five ECD, Craig Bailey says the Relief spots aim to increase awareness by cutting through the sanitised, health category in a major pivot from traditional, pharmaceutical advertising.

“Taking a brief asking for a campaign that will ‘ruffle some feathers’ is always accepted with cautious optimism. In this case: brave client? Tick. Audacious strategy? Tick. Our mandate to create a campaign communicating that you don’t know true relief, until you’ve tried Prunelax, wilfully manifested into this unapologetically amusing work,” Bailey says.

Donna Jacobson, Marketing Manager Actor Pharma, says the campaign cuts through the noise.

“We’re living in a strange time with a lot of noise in the media; so it was imperative to find the right agency to help us cleave through it all - Five by Five just got ‘us’ and what we wanted to achieve. We are very excited to launch the Relief campaign, to help us build awareness of Prunelax as the preferred natural laxative brand,” Jacobson says.

Client: Actor Pharma
Marketing Manager: Donna Jacobson

Creative Agency: Five by Five Global
Strategy Director: Matt Lawton
Executive Creative Director: Craig Bailey
Creative: Craig Bailey
Creative: Nick Donovan
Client Director: Marc Grantham
Production Manager: Amar Narula
Account Manager: Lois Vega
Account Executive: Rukiya Ahad

Production Company:
Director: Armand de Saint-Salvy
DOP: Jordan Maddocks
Executive Producer: Brenden Johnson
Producer: Benjamin O’Donnell
Casting: Fountainhead Casting
Post Production: Vandal
Editor: Armand de Saint-Salvy
Grading: Marcus Timpson
Flame: Phil Stuart Jones
Sound Design: Nigel Crowley
Music composition:

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