If you’re twenty-something, you stay fit to look hot. If you’re seventy-something, you stay fit to stay alive. If you’re a parent, you stay fit so you can do the school run at 7am and 3pm five days a week, the supermarket at 9 pm on a Friday evening, and be there when your kids want to play ball in the garden on the Sunday morning after a big, grown up Saturday night out.
“Cenovis has been speaking to families for over 70 years, and they’ve told us that parenting is a little like putting an oxygen mask on when on a plane, you have to look after yourself before you can look after others. We’re very pleased that our new campaign shows parents being the best they can be for themselves, so they can be the best possible parents.” [Cenovis]
This is the strategy behind the new campaign by Arnold Furnace, and its inspiration for ‘the better you are, the better they’ll be’ line. The campaign features TV, OOH and print, and each execution paints a picture of adults seemingly training for their own personal gain. The ads reveal that the real motivation is their kids.
Tom Spicer, executive creative director, Arnold Furnace said, “It’s not easy getting good work out in the VMS category, but Chloe and Archie wrote some lovely scripts which Richard Bullock has done a beautiful job of bringing to life in a visually and tonally arresting way that’s very different from any other vitamin brands out there.”
Creative credits:
Agency: Arnold Furnace
Executive creative director: Tom Spicer
Creatives: Chloe Banicevic & Archie Murugaser
Agency Producer: Melissa Petryszyn
Production company: Revolver
Director: Richard Bullock
Producer: Pip Smart
Sound design & music: Rafael May Music
Post production: Fin Designs + Effects
Editor: Gabby Muir
