Ad Nut
Jul 7, 2020

Cold remedy prescribes a healthy dose of the 1980s

A mom breaks out decades-old dance moves and Clemenger BBDO Sydney revives an old mnemonic for Australia's Demazin.

Everything old is new again in this Australia ad for iNova Pharmaceuticals' cold remedy Demazin. It features a mom who enthusiastically breaks out some decades-old dance moves and risks personal injury as she belts out a version of the 1982 Laura Branigan hit 'Gloria'. And it represents a callback to old campaigns for the brand, which decided, along with its new agency Clemenger BBDO Sydney, to dust off a long-used but lately eschewed mnemonic: 'D-D-Demazin'.

Ad Nut finds it just as annoying as you do. But Ad Nut also believes many brands neglect the branding power inherent in annoyance. There's nothing quite like an irritating little earworm to nibble your way into people's brains.


Production Company - Airbag
Director - Chris Hill
Producer - Megan Ayers
DOP - Kieran Fowler
Editor - Dan Lee @ Arc Edit
Vocalist - Natasha Stuart
Music Re-arrangement - Hylton Mowday @ We Love Jam
Sound Engineer - Andrew Stevenson @ We Love Jam
Agency - Clemenger BBDO Sydney
Joint Executive Creative Director - Darren Wright
Art Director - Mick Pollard
Copywriter - Zander Williment
Online Editor - Jess Morgan
Producer - Jo Howlett & Kirstin Lees
iNova Pharmaceuticals
Executive Director - Portfolio Strategy & Innovation - Filomena Maiese
Head of Marketing - Consumer Healthcare - Steve Maidment
Senior Brand Manager, Demazin - Elise Hodgson

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

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