CampaignCommercials & Video · GSK
Abreva National TV Spot
- Agency
- Grey Canada
- Project Type
- TV Commercial
- My Role
- Art Director
- My Contributions
- Lead Art Direction, Concept
Overview
National TV spot for Abreva cold sore treatment, aimed at millennials aged 20–35.
The Ask
Cold sores are a socially crushing subject that nobody wants to talk about. How do we bring them into millennial conversation?
The Solution
We took a breakthrough, funny approach to a taboo subject: a satire of a real-life moment. A bridesmaid awkwardly hides something during the wedding photo session — and what she’s hiding, and why, is only revealed later in the spot. Holding back the reveal pulls the audience into the story before it lands an emotional but funny punchline.
