Charming Throat Relief Ads Perfectly Sum Up Soreness Without Giving The Ick

Nobody wants to know the unsightly, nitty-gritty of what goes on in the body when you fall sick (though admirers of this mucus monster might seriously beg to differ). VMLY&R London, however, has managed to paint a pretty picture you won’t be able to turn away from.

In time for cold and flu season, the customer experience agency has produced a trio of delightful visuals that imaginatively capture the feeling of having a sore throat for the throat relief spray brand Difflam.

The Usual Sorespects, hidden inside pink paper diorama depictions of a throat, are shown interacting with the uvula—the soft flap that dangles at the back of the mouth—and causing the throat to hurt three different ways. The clever prints were illustrated by self-taught Canadian artist Hudson Christie, who is represented by illustration agency Agent Pekka.

There’s a boxer, here to give the gullet the sort of pain that lingers and pulsates. A cat is illustrated clinging onto the tissue with its sharp claws, resulting in a scratchy sensation. Finally, a blindfolded character with a bat is shown aiming for the uvula as though it were a piñata, creating a sharp discomfort you can’t ignore.

Daniela Lanz, senior marketing manager at pharmaceutical company Viatris, explains that the campaign “cuts to the chase” with relatable metaphors of inflamed throats and reminds sufferers to get fast and effective results from the over-the-counter aid.

The adorable graphics will be on display for six months in out-of-home allocations and on digital platforms across the UK.

[via The Drum and Little Black Book, images via Liam Riddler / VMLY&R]