Creative/Director: Phil Hawkins
Production: Active Pictures
DoP: Alessandra Scherillo
Client: Lloyds Pharmacy
This commercial was an interesting challenge for me. I was approached not only as director but to write the creative for a new campaign for Lloyd Pharmacy's online doctor service to help those suffering with erectile dysfunction. Cue the sniggering! It's actually a huge problem worldwide and, as you can imagine, a difficult subject to engage people with because it's obviously an embarrassing condition that sufferers don't like to talk about. The service that Lloyds provides is a fantastic discreet online based solution but how does one create a commercial that can highlight such a sensitive subject?
I decided to go down the narrative route to create an cinematic execution that would draw people into a snapshot of this character's life and be intriguing enough to make the audience wonder why he's acting so strangely. At the end we reveal it's down to his condition and provide a solution. I felt it was important not to ram the service or issue down people's throats but use quirky humour to highlight the ridiculous behaviour of the man that would contrast with the simple and easy service the website provides.
The commercial was shot on location using the Arri Alexa. You can watch the TX/30" version here: youtube.com/watch?v=I3A29-L-KdU
For more information on the Lloyd's Pharmacy service visit asklloyds.com