GSK Consumer Healthcare is keeping Pride alive this summer in a series of brand marketing campaigns specifically targeting the LGBTQ+ community, thanks to a new partnership with Gay Times Group.
The partnership, a series of bespoke short films brokered by Publicis Media’s platformGSK, with Gay Times Group, is the first of many partnerships GSK and Publicis Media will be developing in this space and signals a determination from both to increase the positive diversity and representation of LGBTQ+ people, and other diverse audiences, in its advertising.
The first campaign for Sensodyne, called ‘Ice Cold Faces’, will run throughout August and shows a montage of vibrant individuals trying to enjoy a summer ice cream or cold cocktail until it touches their sensitive teeth. The activity aims to capture the attention of the audience through the colourful, fast-paced creative that also makes reference to previous Sensodyne campaigns in a light-hearted way, whilst demonstrating the product’s key benefit – effective relief from the pain of sensitive teeth.
Agency: Publicis Media
Date: Aug 2020
Production company/companies: GTX, GAY TIMES Group
Creative Director: Josh Fletcher
Account Director: Georgie Frampton
Account Manager: Layla Soufi
Producer / Director: Adam Lilley
Edit: Toby Lloyd
Social Strategists: Bradley Sheldrick