Doctors’ scribble-y writing is legendary. BETC has used this in its Canal+ campaign for the TV series, This Is Going To Hurt, to highlight the fact that the drama is the story of a real doctor. In the OOH campaign, the visual uses the name of the series as if it was written in a doctor’s note in physicians’ infamous terrible handwriting style. The campaign posters will be placed next to hospitals in Paris.

The series, which aired on BBC is the “extraordinary story of an ordinary doctor” based on an autobiography by Adam Kay, a former British obstetrician. The series tells the unfiltered but witty story of his daily life in a gynecological department of a British public hospital run by the NHS. It begins its run on Canal+ on March 31.

This Is Going To Hurt differs from other medical dramas by depicting a realistic practice of medicine with its humanity and its flaws. The series not only portrays the dedication and commitment of the team members, but also the occasional mistakes due to constant fatigue along with the system’s dysfunction.

Credits:

Client: CANAL+
Client Team: Emilie Pietrini, Celine Pontygayot & Juliette Ovarlez

Ad Agency: BETC
Executive Creative Director: Stephane Xiberras
Creative Director: Nicolas Lautier
Copywriter: Ellynore Attia
Art Director: Melissa Hofman
Account Management: Bertille Toledano, Mathilde Lancon, Tenee Diouf, Adrien Bletton & Mailys Fourdrinoy
Traffic Manager: Nina de-Wet
Producer: Sarah Belhadj

Media Agency: Havas Media