It’s understandable that the owner and principal of an organisation believes they understand it best. And when that company has grown into an incredibly successful international business it’s even more likely that the founder will consider it an endorsement of their vision and ingenuity. But are they always the best person to communicate the values and advantages of their company to the world?? Not always. But fortunately for AFT Pharmaceuticals – absolutely.
Hartley Atkinson is a pharmacist and inventor. He’s developed a number of pharmaceutical products and devices that are challenging some very large, powerful and established brands as his company expands across the globe. It might seem odd to have a Kiwi ‘mad scientist’ front the commercial for a major drug product but that is AFT’s strength. Their man Hartley, is their Unique Selling Proposition.
When everything is dependent on one man coming across as honest and credible the nuances in his on-screen performance is vital to pitch correctly. That’s why AFT’s ad agency, Platform29, conceived this TVC to pitch Hartley as the Renegade Pharmacist. He’s not a paid presenter in a lab coat, standing in faux-lab studio with dinky animations or see-through models explaining the science – we’ll leave that hackneyed approach to the traditional big drug companies. No, we’ll use the more personal and trustworthy approach.
Please check out the finished result.
B L U