New commercials “Life & the City”

The brand new commercials “Life & the City” can now be seen on TV. They were made in support of “Diflucan” by Pfizer. This medication is an antifungal agent used to treat infections in certain areas of the body caused by yeast and yeast-like organisms. PR-Premier has developed the creative concept under the guidance of Nikolay Shugaylov.

The target audience of this product has been determined in the course of marketing research: women from big cities, who are sure-footed in their life. They prefer quality in everything, that’s why the Creative Department has set the task to distance the original preparation from cheap generics and to emphasize the advantages of the expensive qualitative product.

The subject of the commercials was based on the concept of TV series “Sex & the City”. As well as in the popular TV serial, the woman prefers to talk about her sensitive problems with her friend. In addition they also talk about the relations between the woman and her partner in a greater degree than about the disease, which considers being not so dangerous, but causing known discomfort.

The development of relations in the said commercials is made basing on the consumer’s idea of candidiasis treatment preparations. Each commercial reflects a particular consumer’s image of the oral thrush problem, breaking the settled opinion or prompting a possible “out”. The commercials were produced by the production-studio PILOTAZh (Creative Director Vladislav Shchepin). You can watch these commercials here.

Client: Pfizer