Cerulisina Dolore is an otologic solution studied to soothe symptoms linked to otitis and other painful ear infections, which often affect people who spend lots of time in contact with water.
The creative concept designed by ATC was initially applied to banners to be displayed on the Google Adsense Network.
The marketing initiative was aimed at raising awareness about both the product and the brand, with a view of attract traffic on the newly launched website Cerulisina.it.
The ad rationale revolves around a classical structure problem-solution, with an underpinning message enlivened by a fresh graphic style, reminiscent of cartoons.
The pith of the voice over gets counter-balanced by the expressivity of the fictional characters. The ad comes in two versions (one featuring an adult character, the other a kid, which represent the two target segments). The overall effect is that of a brief tale, which conveys, in a matter of seconds, the double message of the brand’s trustworthiness and the efficacy of the product.