Demazin reimagines Laura Branigan’s ‘Gloria’ in first work from Clemenger BBDO Sydney
Demazin has released its own version of the Laura Branigan song ‘Gloria’ to promote its cold and flu relief medication for the winter months.
The ad is the first work from Clemenger BBDO Sydney since it won Demazin’s creative account in January.
Clemenger was briefed with modernising Demazin’s marketing and making it relevant to a new generation of parents. The new campaign aims to draw on some nostalgia for the 1980s and 90s. Through the use of the song, the brand has maintained its iconic ‘D-D-Demazin’ mnemonic from its advertising in that period.
This spot is massively irresponsible.
All the health advice from every state and federal health professional very clearly tells people that if they are the slightest bit sick they should stay at home and organise getting tested for COVID19.
And here you have a piece of work that goes and tells people to take Demezin because “you’ve got work to go to”.
Appalling that neither the client nor the agency took a moment to think about the effect of this kind of ad in the current environment.
Also, it’s a terrible ad, but that’s neither here nor there.
I love the new add I loved Gloria when I was young, so it’s very nostalgic for me. The change in wording was very clever and the mother dancing towards the bathroom made me laugh and therefore l wanted to sing along. I know it’s unfortunate that COVID-19 has come along but hopefully if you keep the ad going when just the normal colds and flu will make people reach for demazine products because of the add. I’m nobody but I felt like giving my two cents worth. It’s easy to criticise and I don’t comment on the web but I had a good chuckle at your add and I thought I’d say so.
Am I the only one that finds this ad offensive to Laura Branigan’s memory. I literally cringe every time it is on and it is shown a lot lately.
I have to agree with Bev Connolly
I find this ad cringeworthy
However, it’s so catchy that I go to bed singing it so it must be working
Does Laura Brannigan get royalties from Clemenger?
INova’s ANZ should definitely fire Clemenger BBDO Sydney!
How do they think they are making this brand relevant to a new generation of parents by using a song from the 80’s and 90’s?
It so bad, so irritating and an utterly pathetic attempt at being creative in any way, shape or form. The art direction is ridiculous. The ad completely misses the mark. I would deliberately not but D D Demazin just based on the ad alone COMPLETE FAIL!
I’m with Melissa. This is my favourite advert. I love it. It makes me smile and these days we need that. The “mum” in the advert is hilarious. All I can say to the negative comments is to “lighten up”.
Lighten up all you offended by proxy. It’s catchy and its fun and it’s got people talking, so job done now – Pass the beer nuts will ya !
Pharmaceuticals should NOT be stored in the bathroom due to heat and moisture.
Also the combination of two drugs in each tablet should be mentioned.
Song good but hardly a professional approach to selfmedication.
Such a terrible and annoying advertisement….
So yeah with Covid we really want people with symptoms to go to work…. because “you’ve got work to go to”.
Car crash.
I Love this ad ! The mum is fabulous She makes me laugh everytime I see it . Get her in more ads!!!!!!
What makes this Ad is the performance of the Mum. She brings it to life brilliantly. Why isn’t she in the credits! !!!! Typical actors artist dancers not given the credit they deserve. She was probably paid a fraction of what the advertising executives got yet she is the one who makes the ad work
I totally love this ad. Totally nostalgic for me. I smile every time I hear the music.
It’s catchy and simply hilarious, great job!!
Just a grossly irresponsible ad that is totally at odds with public health advice with respect to the Covid19 pandemic. It should at least have a rider telling people with symptoms to get tested for Covid19.