A Painful Idea

In 1999 healthcare company McNeil had a huge Swedish success with the new pain killer Ipren. The main reason for the success was a surreal commercial. As the leading role  was ”The Ipren man”, a short wacky guy acting as a guitar playing pain killer. Surreal indeed and, of cause, very funny.

In the following years we saw several variations on ”The Ipren man” and it was fun most of the time.

Anyway, last year the agency, Garbergs, killed the idea about the pain killer man. But didn’t have any stand in. Instead they made a commercial in which the marketing department at the healthcare company doesn´t have any new ideas for a commercial. Not funny at all.

Garbergs is, one year later, still working with that idea. In a new commercial the staff at the marketing departement are testing ideas submitted by the public. And they look like morons.

The pay off is ”Pleas send us your Ipren song and you can win 50 000 kronor ($7500).”

It is still not funny.

Agency: Garbergs


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