We were tasked with distinguishing Super B - a B vitamin energy and stress-combatting supplement – from its competitors. Advertising in the health-supplement realm is dominated by exaggerated claims about vitality - like a person beating a bear in a fight. While supplements are an important part of staying healthy, they’re not capable of giving you super-human abilities.
Using this insight, we decided to parody the competition’s outlandish clichés, positioning Super B as the brand that offers a refreshing alternative. The tongue-in-cheek campaign aims to show that when taking Super B, you might not be able to beat a bear in a fight, but you’ll ‘Feel Like You Can’.