Merck Consumer Health: advert-body-3 by Ogilvy Italy

Have you ever thought “Am I too old for this”?

This is the question at the start of the video “First time, anytime” created by Ogilvy Italy for the launch of WE100, the corporate purpose movement of Merck Consumer Health, a global leader in the development and production of over-the-counter pharmaceuticals and nutraceuticals. Merck Consumer Health aims at helping to prepare the society for a new era of humans living 100 healthy years. Ogilvy Italy is the lead agency and global hub for the brands Neurobion, Pain Relief Franchise, and the WE100 Purpose Movement.

WE100 is a project born out of one simple fact: life expectancy is increasing more and more. For this reason, we must rethink society and our way of life in order to face what is, for all intents and purposes, a new era, the era in which we all live longer. But living longer is not enough. It is also essential that we live better, so that we feel healthy and well, and therefore have a high life quality.

This is why Merck Consumer Health envisions a society where both young and old live healthier as they live longer, hence the launch of WE100 to promote sharing, reciprocity and mutual help between the generations, as this is seen as the only valid response to this epochal change of such great consequences for society. WE100 wants to change the way society thinks about the older generations and supports us all on our journey towards healthy aging.

The video is, in fact, a social experiment. Ogilvy has brought together the young members of the Turin diving team and, while these budding young divers are training, their parents are asked if they would like to learn to dive themselves. Their totally candid replies are decisive: We’re too old for this.