Category F01. Regulated
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production HAVAS LYNX Manchester, UNITED KINGDOM
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
John McPartland Havas Lynx Group Senior Creative
Angus Prior Havas Lynx Group Senior Copywriter

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including


Describe the target audience and why your work is relevant to them. Pharma audience types:

We were targeting people with moderate-to-severe psoriasis. It’s a debilitating condition and for many, clear skin is the goal. Thanks to advances in dermatology, it’s now possible. The bad news – after years of setbacks, most patients don’t think it’s achievable. Our job was to change their minds.

Write a short summary of what happens in the film

We see a brief snapshot of a person with psoriasis, shot through a VHS-quality camera. It shows him on the beach, covered up, reserved and camera shy. This is a glimpse of what the condition can do: it destroys confidence and forces people to hide away. Then we cut to the present day, on a beach. It’s not an exotic beach by any means but our man doesn’t care. With his skin on show, his belly out and his Speedos donned, he struts along the sand like a peacock. Then he starts dancing. Why? Because he can. He’s got nothing to hide anymore. He doesn’t care who looks at him. His skin is clear for the first time in years and he’s celebrating. An end message reveals that if you have psoriasis too, you can ask for clear skin. What you do with it is up to you.

Cultural/Context information for the jury

The man has a Welsh accent, referring to the location of the ad. It’s a place that’s not exactly famed for beaches, which helps to give the ad a grounded, deliberately ‘unglamorous’ feel. This isn’t some patient celebrating on a beautiful beach in the Seychelles – this is your regular Joe wearing some Speedos at his local beach.