GlaxoSmithKline launches ads for Piri allergy brand

Two new TV ads have broken promoting GlaxoSmithKline’s allergy brand Piri as part of its “Act Before You React” campaign.

The 30 second spots were created by Grey, with direction and production by th1ng and th2ng, while Mediacom handled media buying.

The ads promote the Piri allergy product range and a Pirinase Hayfever Nasal Spray over a three-month £3.3m nationwide TV campaign - GSK's highest behind the category since 2006 – which includes sponsorship, outdoor, POS in-store, digital and a smartphone app.

The commercials are a collage of live action and animation featuring people in a range of outdoor activities enjoying their summer.

“Unusually for a production company, we were brought in quite early into the project,” said th2ng director Alon Ziv. “This proved important as we were able to creatively input and support the whole team during the initial stages of the campaign.”

The TV advertising is part of a larger Piri campaign, which includes sponsorship, outdoor, POS in-store, digital and a smartphone app.

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