It’s been over a year since vitamins and supplements manufacturer NBTY, formerly Nature’s Bounty, appointed Droga5 as its agency of record.
Back in January the agency launched a “Made to Move” campaign for NBTY’s Osteo Bi-Flex brand. Now, Droga5 has turned its attention to NBTY’s flagship, Nature’s Bounty, with a campaign featuring people encountering their future selves.
In the 30-second “Better Off Healthy,” a man explains that he’s been regularly taking Nature’s Bounty Probiotic GX to help maintain healthy digestion and avoid unwanted gas. “So wherever I get stuck today, my future self will thank me,” he adds, as the spot transitions to a series of his future selves indeed thanking him for taking the supplement, including one stuck in a particularly unexpected predicament.
Two other spots also play with the “future self” concept, which allows Droga5 to add a dash of humor to the usually dry category. In “Treadmill,” a woman takes fish oil as part of a more active lifestyle. Her future self doesn’t just thank her, she gives her past self an important piece of advice: “don’t marry Dan.” Another woman takes a Nature’s Bounty supplement to help keep her hair, skin and nails stay healthy and, while she doesn’t become a model, her future self does thank her.
These spots may not win any awards and the humor is unlikely to make anyone laugh out loud, but it does play with the conventions of a traditionally boring category in a memorable way. The approach also opens the door for future spots to explore the fairly open-ended concept in different ways tailored to specific Nature Made varieties.
Agency: Droga5 New York
Chief Creative Officer: Ted Royer
Group Creative Director: Matt Ian
Senior Copywriter: Jim Curtis
Senior Art Director: Ryan Fitzgerald
Copywriter: Ulrika Karlberg
Art Director: Felipe Mollica
Head of Art: Cliff Lewis
Account Manager: Elizabeth Sova
Group Account Director: Kelsey Robertson
Account Director: Alex Budenberg
Account Supervisor: Kristin Postill
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Ramon Jimenez
Senior Strategist: Danielle Vasan
Strategist: PJ Mongell
Data Strategist: Anthony Khaykin
Chief Creation Officer: Sally-Ann Dale
Executive Digital Design Director: Rob Trostle
Creative Chairman: David Droga
Proudction Company: WW7, Biscuit
Director: David Shafei (WW7), Isaiah Seret (Biscuit)
Producer: Bo Clancey (WW7), Jonathan Wang (Biscuit)
DOP: Damian Acevedo (WW7), Thierry Poulet (Biscuit)
Production Designer: Jerrod Littlejohn (WW7)
Executive Producer: Josh Ferrazzano (WW7), Rick Jarjoura (Biscuit)
Hair and Makeup: Dominie Till (WW7)
Post Production/VFX Company: Eight VFX, MPC NY
Colour Producer: Company 3, MPC NY
Offline Edit Company: NO6
Executive Producer: Corina Dennison
Producer: Laura Molinaro, Malia Rose
Editor: Jason MacDonald, Nick Schneider
Assistant Editor: Ling Chua
Sound Design: Heard City
Music Agency: Found Objects, Beacon Street