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Vicks Chloraseptic Throat Spray
Agency D’arcy Masius Benton & Bowles, New York
Client Procter & Gamble, Cincinnati
Medium Consumer Print
Creative Directors Michelina Pagano, Palmer Davis
Art Director Eileen Karakashian
Copywriter Roseanne Rotenberg
Photography Peter Carter
Doesn’t this photograph give you the creeps? It will get attention, certainly, and it underscores the point that a sore throat can be terribly uncomfortable. But then, people know that already. The question is, does an image that makes you flinch also help you form a positive impression of the brand? While the headline speaks of “Fast, lasting relief,” those
conventional words are eclipsed by the unconventional photo.
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