Lamisil uses sock puppets in a meaningful way. Seriously.
The current Lamisil TV spot for its athlete’s foot treatment does more than demonstrate how to get effective relief from this itchy condition. It demonstrates how to make effective use of sock puppets. Actually, I’m being serious. Despite the best efforts of Pets.com to put its adorable sock puppet dog to good use in the 1990’s, it turned out that consumers loved the cute little scamp with its wry humor, but couldn’t remember the name of the company it represented. It wasn’t relevant enough a branding signal for them to make the connection. Lamisil, on the other hand - um, foot - is using its sock puppets in an incredibly relevant, not to mention clever way. In its ad which takes place in a locker room, a variety of sock-puppet’s talk about feet. Come on. What could possibly be more natural for a sock to talk about than feet? The amusing spot takes the conversation about athlete’s foot out of its generally staid, medicinal space and makes it entertaining in a meaningful way. It’s hard these days to find a branding signal that gets peoples’ attention for reasons you want them to pay attention. The key is to make it captivating, but relevant. Socks that talk about athlete’s foot are both. These smelly guys are also pretty funny. Seriously.