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.
CREDITS:
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
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