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Wyeth Consumer Healthcare has launched a national television advertising campaign in support of its calcium supplement brand Caltrate Plus.
The 30-second spot, created by Toronto agency Anderson DDB Health & Lifestyle, seeks to show how difficult it is for women 50+ to get the daily amount of calcium required to maintain bone strength and ward off osteoporosis through diet alone. The ad shows women of various ages eating calcium-rich foods in oversized portions that represent the recommended daily amounts. One woman, for example, is shown eating several stalks of broccoli in front of the television as her bemused husband looks on, while another woman hoards a large container of almonds at a party, and another is served a massive plate of salmon at a restaurant.
Tony Miller, executive creative director at Anderson DDB Health & Lifestyle, said the objective was to demonstrate the importance of taking a daily calcium supplement, but in a light-hearted fashion.
“We wanted to use humour but also use the insight that, if you were to try to eat the right amount, you’d have to eat a pound-and-a-half of salmon or huge amounts of broccoli or a huge bowl of nuts,” said Miller. “People can have the best of intentions and not realize they’re still not getting enough.
“The point is that it’s hard to do through eating, even if you’re eating well.”
Miller added that the spot is geared to women of all ages.
“It’s not just women over 50. We want women under 50 to realize this is important,” he said.
The campaign is the first major creative initiative overseen by Miller since joining Anderson DDB Health & Lifestyle last fall. Miller was previously creative director at Smith Roberts Creative Communications.
