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Joint supplement ads out of Droga5 inject humor into humdrum space

Droga5 has rolled out two cheeky ads for joint supplement brand Osteo Bi-Flex that aim to show viewers an added perk of increased mobility: more energy to embarrass their children.

In ‘Yoga’ (above), a mom is finally able to go to a yoga class with her daughter after taking Osteo Bi-Flex. When a cute instructor comes over to help her with her form, she not-so-subtly whispers to him that her daughter is single. In another, a dad is feeling good enough to get up and do the Macarena during a wedding reception– much to the horror of his son.

Matt Ian, group creative director at Droga5, said the agency avoided making “yet another campaign in this category that didn’t respect this audience’s intelligence, that patronized them, or that featured bad actors feigning agony while struggling to plant tulips. We wanted to make work that gave this audience a little credit for being capable of relating to the fun of embarrassing their kids.”

The two spots will make their TV debut this Sunday during the Golden Globes.

Droga5 won the Osteo Bi-Flex brand last year when it was named agency of record for vitamin and nutrition company NBTY, whose other brands include Nature’s Bounty and Pure Protein .

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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