BOYFRIEND by J. Walter Thompson Italy for Fitosonno

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BOYFRIEND

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Industry Health & Pharmaceutical Products
Media Film
Market Italy
Agency J. Walter Thompson Italy
Account Supervisor Giovanna Curti
Production Diaviva
Director Veronica Mengoli
Art Director Flavio Mainoli, Cristiana Bocassini
Copywriter Bruno Bertelli, Pietro Maestri, Ecd Pietro Maestri - Associate Creat Dir Paolo Cesano
Producer Alain Sanyas
Editor Manuel Gerosa
Released January 2011

Credits & Description

Category: Pharmacy
Advertiser: BAYER
Product/Service: FITOSONNO SLEEPING TABLETS
Agency: JWT ITALIA
Production Company: DIAVIVA, Reggio Emilia, ITALY
Date of First Appearance: Jan 1 2011
Copywriter: Paolo Cesano, Bruno Bertelli
Art Director: Flavio Mainoli, Cristiana Bocassini
Agency Producer: Cecilia Barberis
Account Supervisor: Giovanna Curti
Producer: Alain Sanyas
Director: Veronica Mengoli
Editor: Manuel Gerosa
Sound Studio: Manuel Gerosa
Music: Paul Mottram / Veiled in satin
Director Of Photography: Max Gatti

English Description

Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. One of the main causes of insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise (“you can’t eliminate your problems but you can sleep well with them”) plays on the above mentioned insight and offers not only sleep but also peace of mind. This ad is being scheduled almost exclusively at night, to address a target that watches TV because they can’t get to sleep.