Tel Aviv - Super-Pharm, Israel's largest
drug store chain, wants people to know they sell much more than meds. Using
dance as metaphor, Super-Pharm is highlighting some of the other sundries too. The
new campaign aims to introduce a breath of fresh air to the familiar and usual
CVS-style price and item ads.
All the
ads feature the international dance company Inbal Pinto & Avshalom Pollak and
three (out of six) spots have already been released:
Trail
of Perfume: This spot illustrates the trail a perfume spritz takes
from the first moment the wafting scent leaves the skin, to the last moment
when the intended target notices the alluring smell and then, like a moth to
flame, gets sucked in. Watch it here
Shades of Passion: This spot illustrates the dilemma of choosing
between a classic red nail polish and more daring and vibrant colours,
illustrated as a battle between the fingers of the two hands.
Watch it here
Summer Dance: The third spot features
Super-Pharm's private brand sun protection line and promotes the chain's annual
Summer Sale. Tune in to experience a dance of blue ocean waves, sunshine and
several lobsters too.... Watch it here