Ilmocin commercial

Television commercial for Ilmocin, made for Farmitalia, a pharmaceutical company based in Catania. The product is sold in pharmacies throughout Italy, and the spot was planned on national networks.

Twenty seconds is the standard unit of Italian television planning, and it imposes a strict structure: situation, product and brand sign-off all have to fit inside a handful of shots. There is no room for digression, and none for building an atmosphere before getting to the point — whatever does not land in the first five seconds effectively does not exist.

Then there is a constraint particular to this sector: a pharmaceutical product cannot be sold like a consumer good. You may not make it desirable, and the claim has to be worded precisely. What is left is tone and situation, and that is where a commercial is won or lost.

Filming took place in Catania, where the company is based.

It is the first of the films made for Farmitalia, followed by Ilmodec, Ilmodol and then Didi3, the national commercial with Rossella Brescia — a working relationship now several years old.