GSK’s light-hearted Physiogel ad targets dry winter skin sufferers

This is Physigel's first TVC in Hong Kong. The light-hearted 30-second spot, created by WE Marketing Group, features a series of fast-cut and dramatised water splashing scenes to symbolise moisturising.

The TVC features a boy who has been suffering from skin itchiness all his life, with scenes showing his suffering at various times. His childhood friend would pour water all over him, thinking it would help him ease his itchiness.

Finally on his wedding day, an expert appears to explain that the Physiogel product with added PEA (Palimitoyl Ethanol Amide) could save him from the redness and itchiness.

"We want to set out to correct a current misconception among sufferers of redness and itchiness during the dry winter season that 'moisturising' alone is not enough to stop the itch," said Keith Chan, managing director of WE Marketing Group HK.

Mediacom is the media agency for this ad campaign running for one month and supported by print and MTR ads.

Credits:

Project Physiogel
Client Stiefel of GSK
Creative agency WE Marketing Group
Media agency Mediacom Hong Kong
Accounts servicing : Keith Chan, Daniel Kong, Winni Tsang
Creative team  Lavin Kwan, Li Kin Cheung, Helen Yuen
TV director  Martin Chau of Ogle Productions
Exposure TV, print, MTR