Infasil, the personal hygiene brand in the Angelini Group, is launching the new Infasil with Lymph n+ intimate wash for daily intimate protection. Angelini has chosen the modern, dynamic researcher, who created the exclusive Lymph n+ complex as the star of the ad to underline the authoritative science of the innovative technology behind the product.
The new ad describes the defensive action against intimate irritations using the metaphor of female personal defence. Indeed, the protagonist is in a bright modern gym, busy doing some kick-boxing training with her instructor. She is aware of the importance of “knowing how to defend yourself” so, immediately after, in her role as an Angelini researcher she uses images of a 3D demo, to show us the reinforcing action of lymph n+ on weakened intimate defences which can increase 40%. At the end we see the woman in a city setting: someone puts a hand on her shoulder, she realises that it is her instructor, and as a joke, she turns round and surprises him with a defensive move. The fun sketch is followed by an the two of them hugging affectionately, highlighted by the symbolic hug on the Infasil logo which dissolves on the scene along with the packshot of the range.
The campaign is supported with planning on main TV channels, as well as on the web with a pre-roll and video banner.
With creative direction from Piero Reinerio, Laura Pelissero, art director and Francesca Palazzo, copywriter worked on the project. Directed by Emanuele Cova for production company Little Bull (Armando Testa Group).
