Ad Nut
Nov 6, 2017

Oh look, another brand advocating less device time

In isolation, Panadol Australia's new campaign is fine, but the core message is tired and overused enough to give this critic a headache.

GSK brand Panadol, with WPP AUNZ agency WhiteGrey, has launched an uppercase-P Purpose campaign in Australia that "broadens the conversation from ‘pain relief now’ to ‘switching off life headaches’ by offering Australians a chance to win a free stay at the Home of Reconnection."  

The campaign spans strategy, consumer research, activation, celebrity/influencer endorsement, microsite development and social-media community management. A 90-second film on a dedicated microsite is supported by PR and shopper marketing.

The film is well-done, and no one can argue with the sentiment. Which is exactly the problem. The notion that people should switch off their phones and spend more time interacting with their family members is universally agreed-upon, and has been done by so many brands at this point that it not only has no impact, but is becoming actively annoying.

Even if you're less prickly than Ad Nut, and you don't end up irritated at Panadol for getting all self-righteous and telling you how to live your life, you're unlikely to feel gratitude for Panadol pointing out a blindingly obvious thing that every parent is well aware of thank you very much. In fact, Ad Nut submits that the only people who will even take enough notice of this to remember the brand responsible are the ones who it offends.

Ad Nut would also like to point out that the best Brand Purpose platforms, such as 'Dirt is good', work in part because they are based on an interesting inversion of common wisdom, not something that everyone already knows and agrees with.


Brad Cook: Area Head of Marketing - Pain Management
Annalee Combis – Marketing Manager Panadol

Chad Mackenzie – National ECD
Ronojoy Ghosh – Creative Director
Brett Terblanche – Senior Creative
James Blow – Senior Creative
Lynn Clift – Planning Director
Monika Vidovic – Group Business Director
Florent Moignard – Senior Account Manager
Rachel Harley – Designer
Terry Kerr – Head of Production

Production - Hogarth
PR - Edelman
Media - PHD
Social - Havas

Ad NutAd 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. Check out Ad Nut's Advertising Hall of Fame.


Related Articles

Just Published

6 hours ago

Skoda India parks creative mandate at Wunderman ...

The mandate was bagged following a multi-agency pitch, and the account will be led out of Wunderman Thompson’s Mumbai office.

6 hours ago

Why TikTok is not the place to be for brands during ...

Before and after the game are a different story as brands “scratch the surface” of what they can do on the platform for big events.

6 hours ago

Accenture brings on Magic Leap chief design officer ...

James Temple to head up Accenture Song’s metaverse capabilities, succeeding Mark Curtis, who is moving to its global sustainability studio.

6 hours ago

Arthur Sadoun interview: Publicis’ ‘profound ...

CEO talks to Campaign UK at Q4 results about rewarding talent and paying an average salary increase of 8% last year.