Grimacing faces are out in Unilabâ€™s newest campaign for painkiller brand Dolfenal that teaches hilarious ways on how to distract oneself from body aches.
Called #LagingGoodVibes, it is comprised of three videos made by creatives from Ogilvy & Mather, starring funny man Ramon Bautista and Youtube sensation and actress Ashley Rivera.
In her online alter ego Petra Mahalimuyak, Rivera made two 3-minute tutorials how to dance and take selfies while in pain â€“ with hysterical results.
Bautista joins Rivera in the final mash-up jingle video, both impersonating music icons like Aqua, Lady Gaga and even a believable version of Gotye.
Vanessa RoĂ±o (left), assistant product manager for Dolfenal, shared with Marketing that the campaign is an online exclusive promoted via Unilabâ€™s social media assets.
â€śWe are not planning to bring this campaign to radio or TV since our target audience are actually not there.â€ť
She explained that the online focus is partly meant to present Dolfenal to younger audiences who now have digital lifestyles revolving around the likes of Facebook and Twitter.
â€śRadio and TV are quite passive and you donâ€™t have the change to interact with your customers. Definitely social media is one of our toolsâ€¦ giving out tips, unlike a 30-second ad where you really canâ€™t explain in detail.â€ť
The latest campaign revives Unilabâ€™s comical approach with Dolfenal, says RoĂ±o, referring to a 2005 campaign featuring â€śThe King of Comedyâ€ť Dolphy himself â€“ uttering the lines â€ślaughter is not always the best medicine.â€ť
â€śCompared to other brands, I believe Dolfenal is the only one that has this happy personality. We are talking about intense pain, but it doesnâ€™t necessarily need to show people in pain all the time.â€ť