This amusing spot by Aster Clinic, features a regular hen with an outstanding task: getting people to seek professional advice, instead of self-medicating, when experiencing severe heartburn. Marylu, the hen and star of the video, conveys this message by eating raw corn and then digesting it into a popcorn a comedic analogy of the effects of this severe condition.
Media: Web Film
Category: Pharmaceutical & medical
Client: Aster DM Healthcare/ Aster Clinics/ Aster Hospital
Y&R Miami
VP Creative Director: André Felix
Associate Creative Director: Marlon Zanatti
Associate Creative Director: Victor Amador
Senior Art Director: Vanessa Castañeda
Senior Art Director: Mestre VB
Senior Copywriter: Ricardo Chuecos
Project Manager: Rafael Rodriguez
Illustrator: Charles Clements
The Classic Partnership Advertising
GM & Executive Director: Alok Gadkar
Copywriter: Nilesh Naik
Account Director: Pulkit Vasisht
Y&R Dubai
Executive Creative Director: Kalpesh Patankar
BRO Production Company
Director: Mário Patrocinio
DOP: Pedro Patrocinio
Editor: André Caniços
Line Producer: Diogo Sereno
Project Manager: João Belmar
Sound Design: Sérgio Duarte
Animation & Post Production: Nebula Animation Studios
3D Animation & VFX: Miguel Madaíl de Freitas
Compositing: Guilherme Afonso
Motion Design: Rafael Sousa
Description:
This amusing spot features a regular hen with an outstanding task: getting people to seek professional advice, instead of self-medicating, when experiencing severe heartburn. Marylu, the hen and star of the video, conveys this message by eating raw corn and then digesting it into a popcorn – a comedic analogy of the effects of this severe condition.
Aster Hospital, the marketer behind the spot, opted for this humorous tone in an effort to connect with their target audience. ““The major problem with heartburn is that it affects 20% of the worldwide population, but people tend to self-medicate, further leading to serious complications. This is why we chose an alternate approach when creating the last digital video. The main character is a charismatic “popcorn popping” chicken that connects with the target audience and persuades them to come to our hospital for a checkup ”said Dr. Amal Upadhyay, Division Head of Internal Medicine and Consultant in Gastroenterology of the institution.
“In today’s world, where there’s an overwhelming amount of information, straightforward messages resonate better. We applied this reasoning, plus the humor factor, when coming up with this video,” added André Felix, VP/Creative Director for Y&R Miami, the agency that worked in collaboration with The Classic Partnership to create this spot. The whole video was directed by BRO’s Mario Patrocinio, who worked collaboratively with Nebula Animation Studios.