Beechams 'ice hole' by Grey London
GlaxoSmithKline is putting £5m behind a campaign to promote its Beechams' Flu Plus and All in One brands this winter. The campaign positions Beechams as a more reliable remedy for colds and flu than alternative methods and revolves around two TV spots running with the "Until there's a cure there's Beechams" line. The ads are shot in the style of a dark Russian folk tale and feature people attempting different cures for their colds. The first, "ice hole", shows a fierce grandmother bullying her grandsons into a hole dug out of the snow. Accompanying print ads show alternative cures such as drinking urine, leech therapy and self-flagellation.