Pfizer needed to push vaccinations given by local doctors in France. But with various legal loopholes we could not mention the brand.
We worry about our babies around the clock.....and spend hours checking they are ok, setting up monitors and re-packing the bag to leave the house… everything takes up time....
The idea: Make parents aware of childhood pneumonia so they talk to their doctor about vaccination. Who would recommend a Pfizer baby vaccine.
To create empathy with parents yet highlight a serious subject, we positioned vaccinations solution of one less thing to worry about; giving them more time to spend on the precious moments.
TV
We created a script for a 90 second TV spot (and a 30 second digital cut down). The spot told a narrative of new parents negating the various perils of life with a new baby. A light hearted humour set the tone, and over dramatised supers narrated the story of how EVERYTHING takes so much longer when you have a baby.... the worrying, the checking on, the carnage and catastrophes that entails simply trying to leave the house.
Getting your baby protected is one thing off your mind – giving you precious seconds to worry about something else…
Client: Pfizer Agency: Cohn and Wolfe
Creative Team Lee Bonnick and Catherine Pryce ECD Pete Way