The launch campaign has been on air since 27 December with the 30” subject “Gym” as a follow-up to the 15” TV Announcement, which broke on 20 December, and which presents the incontinence protection range Lines Specialist, created by Lines.
We are in a gym during a yoga lesson and we can see all the mats on the ground with participants on them, except for one in the front row.
An authoritative, yet at the same time friendly voice makes the invitation: “Don’t let incontinence take your place!”
Thanks to the new absorbent Lines Specialist for light and average incontinence, the attractive and aspirational 45-year-old protagonist can “Get her place back”. Relaxed and self-assured she arrives to take the place which had been empty up to a moment before. The demo explains how, as it illustrates the absorbency on one of the crystal models featured in the Announcement to highlight the specially developed extreme discretion of the product. In addition the demo emphasises how the product can offer all the dryness needed when it is just 6 mm thick as well as the”Neutro Fresh” anti-odour system.
The film ends with the initial reference to the pack of the entire range and to the products the crystal models are wearing.
With creative direction from Piero Reinerio, art directors Monica Barbalonga and Tina Salvato and copywriters Chiara Demichelis and Mariarosa Galleano worked on this project. Director: Pierluca De Carlo. Production company: Little Bull. Planning by Media Italia.
