Ward 6, Sydney to launch TVC for Dr LeWinns skincare on Sunday asserting that ‘Old can Wait’
Dr. LeWinn’s anti-ageing skincare will be launching a new TV campaign via creative agency Ward 6, Sydney airing from this Sunday April 3.
The campaign features a 30-second brand TVC, 15-second product ad for Synergise as well as print, outdoor and online.
Eveline Albarracin, head of marketing at Valeant Pharmaceuticals, said when they firstpurchased Dr. LeWinn’s consumers said the brand was old and dated, something their nanna would use.
“But since our brand re-launch in May last year we’ve started to attract a new generation of women with growth coming primarily from a younger demographic. The re-launch theme of ‘Old Can Wait’ has now been extended to include TV – a first for thebrand,” she said.
A new line extension called Dr. LeWinn’s Synergise will also launch concurrent to the TVcampaign.
The Synergise range uses rare apple plant stem cell technology,which has proven regenerative properties which work in synergy with the skin toprotect and rejuvenate.
The range will be available exclusively at Coles Supermarkets.
Client: Valeant Pharmaceuticals
Creative Director: Hugh Fitzhardinge
Copywriter: Steve Samuel
Art director: Richard Price
Head of planning: David Cousins
Strategic Planner: Holly Williams
Account Director: Daniela Rocca
Agency Producer: Amanda Cain
Production Company: Curious Film
Director: Sally Shapcott
Media: Ikon
Music and sound production: Nylon
11 Comments
Looks good. Nice to see a beauty ad with an idea.
Sweet, stylish
Old has a face – me in the morning
Where’s the ‘here comes the science’? Apparently it’s the silver bullet for any skincare brand. Nice, charming.
Refreshingly free of the tired cliches that make all women’s skincare creams the same. Hats off to a brave and intelligent client.
Looks beautiful. Nice idea. Well done Ward 6. Some of the more mainstream agencies should take note of how to deal with cosmetic brands.
Nice one RIch,
J
zzzzzzzzzzzz A home brand execution for what could have been a premium brand idea. I expected better from ward 6 they started off well
9.56, as you well know, with skincare as well as fashion brands, it’s not so much the agencies that need educating but the clients. No matter how hard you try, they will rarely listen. So, agreed, well done Ward 6.
nice one hugh, rich and grant and all you other ward-sixers – looks lovely
june
Agreed 10:36, point well made. No doubt the job of convincing cosmetics clients to go with fresh work is much harder than devising the work itself. But since selling the mirage of younger-looking skin to women is on such thin ice anyway, it’s no wonder cosmetics marketers try to inject as much faux science into their advertising as possible (within the limits of what you can legally claim for snake oil).