smack my stress up: magnesium that breaks the norm in its category

Brief

Actavis wanted to do something unusual to build brand awareness for their new product magnerich+ — an extension of their bestseller magnerich. They requested a rational approach, one that would set them apart from what people are used to seeing in the category.

Insight & idea

Magnesium advertisements have been dominated by cliché stock footage of a woman clutching her calf in the overdramatized pain of a leg cramp, men on desks looking overworked and people furiously rubbing their foreheads.

What they often miss is that magnesium is not, in fact, a pain reliever. Rather it is a food supplement that treats the cause. We wanted to emphasize the personal experience of feeling fatigued and irritable for seemingly no reason — an indicator of possible magnesium deficiency.

Еxecution

To avoid the stock footage look, we went in an unusual direction to find inspiration for the TVC. the quick-paced pov style of the prodigy’s smack my b*tch up caught our eye as an adequate reference for portraying the feelings of chronic fatigue and sensory overload that plague our fast-paced society.

Results

The video was shot with a handheld camera with angles changing throughout shots to portray the feelings of unease and discomfort.

All in all, a pharmaceutical company aired a TVC on national television inspired by a music video that’s generally hard to find uncensored online.

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creative director: angel iskrev
junior copywriter: asya maradjiyska
junior copywriter: tsvetoslav tsonev — tsuro
head of art: emanuela belovarski
graphic designer: boyana aleksieva
strategist: kris stefanov
client service director: sava ahmakov
account director: sanya stefanova

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