Grey London has enlisted the might of legendary comic book illustrator Neal Adams for a press, digital and outdoor campaign for GSK’s Day & Night Nurse cold and flu remedies. The campaign features six bold executions in Adams’ distinctive comic style, accompanied by punchy headlines revolving around the concept of ‘missing out’. One depicts a flu-ridden woman with the caption ‘If I miss this date, I’ll end up a lonely old cat lady!’. Each execution plays on the hyperbolic, overdramatic and all-encompassing feeling of missing out that people – particularly the urban 25-40-something audience – feel faced with when waylaid by cold and flu. The campaign links readers with the health microsite, treatyourselfbetter.co.uk.
The “If I Miss This” campaign runs until the New Year and includes cover wraps in both Time Out and Metro Life & Style, high-profile placements in Shortlist and Stylist cross-track projections on the London Underground.
Nick Rowland, creative director, Grey London, says: “Comic book-style illustrations are back in fashion but they haven’t yet been properly utilised in this category. This campaign is inarguably eye-catching and really sets Day & Night Nurse aside from its rivals. The fact that Neal – perhaps THE biggest name in comic book illustrating – was involved was a real bonus.”