Ad of the Day: illustrated heartburn film takes viewers on an acid trip
Real and animated worlds collide in this trippy film by Berlin-based agency Peix Health Group to promote heartburn medicine Talcid.
Illustrated film by Peix Health Group to promote Talcid / Peix
‘A Trip To Acid Town’ sees the protagonist struggle with stomach issues after a full-on day of work, socializing and pizza. As the camera pans towards his insides, the animated style takes over and we see the chaos that’s going on beneath the surface causing him discomfort. At one stage there’s even a fire-breathing dragon to really drive home the message. Luckily, a dove appears as the man takes his Talcid tablets and peace is restored.
“We were immediately fascinated by the idea of an illustrated city in the stomach as a reflection of the scene in the world outside,” said Nicola Baumann, group creative director at Peix Health Group.
“The 1,200 hand-colored frames with their great attention to detail, as well as the illustrated protagonists’ similarity to the actual people, make Acid Town’s execution vibrant and unique.”
The campaign for the Bayer Vital-owned product will be amplified across social media, digital and cinema advertising.
“We found the idea of communicating the smart mode of action using a vibrant world inside the stomach to be right on target,” added Daniela Eldering, senior brand manager Antacids/Lefax at Bayer Vital.
“We’re proud to be exploring new and bold avenues with this campaign and giving Talcid the self-confidence it deserves.”