In 1989, Procter and Gamble Phils. launched a medicinal anti-lice shampoo with the brand name, MEDIKER. The brand was launched with a TV commercial that featured a very young Judy Ann Santos, using a “suyod” ( fine-toothed comb) to remove lice from her long hair.
The TVC was launched alongside these two-page print ads, that depended on its cleverly-written copy to catch readers’ attention. The ad was selected one of the best print ads of the year, at the Creative Guild Ad of the Year competitions. MEDIKER had a short-lived presence in the market, and was discontinued after a year or so.
ADVERTISER: PROCTER & GAMBLE PHILS.
AD AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING
CREATIVE DIRECTOR: Ramon Jimenez Jr.
COPYWRITERS: Don Bautista / Ariel Dalisay
ART DIRECTORS: Ariel Dalisay / Don Bautista
PRINT PRODUCER: Beloy Angeles