With allergy season imminent, Energy BBDO launched a spring campaign for Claritin tackling the “Indoor Epidemic.”
So, what is that, exactly?
According to the spot, “On average, we spend 95% of our lives indoors,” which it alleges can have unspecified negative impacts on health. Unfortunately, the spot takes quite a circuitous route to that message, via words like “fern” and “pasture” being removed from a junior dictionary. As a result, the 60-second spot doesn’t get around to the line until near its conclusion, while the journey to get there is less than enthralling.
“Indoor Epidemic” concludes by calling on viewers to “Join Claritin and #BeAnOutsider,” while citing unspecified health advantages. The connection to the brand, which helps allergy sufferers enjoy the outdoors, is clear enough.
Stray observation: does anyone still visit chat rooms?
The spot is supported by an outdoor component, appropriately enough, which puts the amount of time we spend indoors in perspective. There’s also a look at cities that spend the most time indoors. While Baltimore coming out on top might not surprise you (it certainly doesn’t surprise this former resident of the city), sunny Miami and Dallas following closely behind is a bit more unexpected.
Unfortunately, there’s a lack of specifics as to the physical and psychological benefits of spending more time outdoors, which seems like a bit of a missed opportunity when there’s no shortage of studies on the topic.
Credits:
Advertising Agency: Energy BBDO, Chicago, USA
Chief Creative Officer: Andrés Ordoñéz
Executive Creative Officer: Alistair Robertson
Creative Director: Jonathan Linder
Art Director: Jonathan Arcila
Copywriter: Andre Griner
Lead Designer: Hung Vinh
Designer: Gina Lin
Head of Production: Rowley Samuel
Executive Director of Content and Delivery: Brian Cooper
Executive Producer: Jeff Drooger
Senior Producer: Danielle Keenan
Director of Music: Daniel Kuypers
Program Director: Katey Martin
Worldwide Client Service Director: David Goring-Morris
Client Service Director: Joanna Ruiz
Global Group Account Director: Pete Ruest
Senior Account Director: Erin Welsh
Account Supervisor: Ali Tourville
Account Executive: Alex SanJose
Group Planning Director: Lana Plecas
Senior Planner: Viken Darakdjian
Editorial Company: Flare
Executive Producer: Mitch Monzon
Senior Editor: Casey Cobler
Director / Post Production: Kendall Fash