"Enjoy every beautiful moment!"
GSK Consumer Healthcare launched a series of campaigns specifically targeting the LGBTQ+ community, in collaboration with Gay Times Group. It is part of their commitment to supporting and representing the LGBT+ community, which also includes charity donations and wider inclusivity for all GSK employees.
The partnership, a series of bespoke short films brokered by Publicis Media’s platformGSK, is the first of many they wiould be developing in this field. It signals a determination from both parties to increase the positive diversity and representation of LGBT+ people, and other diverse audiences, in its advertising.
The first campaign for Sensodyne, called ‘Ice Cold Faces’, ran throughout August 2020 and showed 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 colorful, 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.
This clip ran in Slovakia, and it says: "Enjoy every beautiful moment!"
Credits
Agency: Publicis Media
Client: GSK
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
