Let’s be honest, it is very unusual for cold and flu season to raise a smile. In fact, in the cold dark months of cold and flu season, marketing messaging for cold relief products can easily become as interchangeable and predictable as catching a cold. 

But this season, Difflam, a sore throat treatment, is doing this differently. The ‘Usual Sorespects’, developed by VMLY&R uses creativity and character to bring to life the array of symptoms of a sore throat.

The visually striking work punctures the norms of the sector and has been developed in partnership with Canadian illustrator Hudson Christie, known for his beautifully hand-crafted clay and paper 3D dioramas. The campaign serves as a compelling example of the power of placing craft at the heart of the creative process. 

Different executions feature a piñata, a cat and a boxer as different hand-crafted characters can be seen literally hanging off, attacking and tormenting tonsils to bring to life the scratchy symptoms of a sore throat. ‘The Usual Sorespects’ campaign brings creative lightness to these uncomfortable symptoms. 

“We want people suffering from sore throats to be able to access effective relief. Our playful new campaign cuts to the chase to show that painful, scratchy throats call for Difflam’s over-the-counter assistance. Why suffer when there’s fast and long-lasting sore throat relief at your local pharmacy?” said Daniela Lanz, Senior Marketing Manager at Viatris. 

“Naturally, it’s a busy period for those brands trying to reach the cold and flu market. So, to stand out from the crowd you need a few things to win. Brutal simplicity, a level of craft your audience can’t help but appreciate, and bucketloads of warmth and charm. Difflam hits the mark,” added Christopher Joyce, Creative Director at VMLY&R London. 

The work, which is now live across social, display, out-of-home and print in the UK, is running for 26 weeks, a duration which some consumers would be forgiven to associate with the average cold.