It’s Feet Hurt O’Clock in the new campaign for Dr. Scholl’s®. In a busy hotel lobby and on a carnival fairgrounds midway, people are frozen mid-action. Everyone, that is, except Tom and Rose, respectively, who have a spring in their step and energy to spare thanks to two secret weapons: Dr. Scholl’s® Custom Fit® Orthotics & Dr Scholl’s Insoles with Massaging Gel®. Artfully designed and elaborately choreographed, the playful spots are a visual feast created by agency JOAN Creative and directed by kaboom productions' Plummer/Strauss.
“The opportunity to put a fresh spin on a brand as iconic and legendary as Dr. Scholl’s was so exciting. We loved thinking about their products in these heroic terms – while the rest of the world feels dead on its feet, you have all the freedom in the world. What a magical, whimsical world to create, and what a joy it was working with Plummer/Strauss to create it,” says Lauren Costa, JOAN executive creative director.
JOAN Creative’s vision for complex frozen moment scenarios dovetailed well with Plummer/Strauss (Justin Plummer III and Martin Strauss), known for intensive planning to craft visually layered narratives.
The commercials are a unique hybrid of story-driven technique punctuated by physical humor. Filmed in Mexico City, the locations were modified with practical elements to provide the perfect spaces within which the detailed action (and inaction) would take place. It was also where the agency, production and VFX teams united with an “all in” approach to delivering the whimsical work. VFX house was Fin Design + Effects.
In this particular spot, “Amusement Park,” we see Rose actively moving her happy feet about in an amusement park, thanks to Dr. Scholl’s Custon Fit Orthotics.
