ABOUT
Covonia’s legendary bull charges back onto UK screens for the first time in 5 years — but this bovine’s had an attitude adjustment.
In this surreal and heartwarming TV spot, an untameable, unpredictable bull is called upon to calmly tend a sick woman’s bedside, symbolising Covonia’s shift from “powering through” to real recovery and care.
The team’s bold answer to the question “How do you get a bull to do what you want?” was to direct the workflow, not the beast. Generative AI enabled this cinematic moment — the bull becoming a caring presence — with AI being used as a tool, not a gimmick, to deliver a spot that feels real and has emotional depth. This innovation obviously resonated; since the call of “Take Charge of your Cough” went up, Covonia’s sales have grown strongly in-market.
MADEIT CREDITS
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CovoniaClient
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Scott FranklinExecutive Creative Director -
Bray Leino -
Anthony HurstHead of Retouching & Illustration -
Alex BenyonCopywriter -
Alicja HowardStrategic Planner -
Jamie LoudonMid-Weight Creative -
Chris HarrisHead of Production -
Shannen AkersArt Department Junior -
Jayne PeacheyAccount Director -
Jamie LoudonArt Director -
Neil FentonAccount -
Kerry CookeDesigner -
Tim MabinDigital Creative Team -
Edd SoutherdenHead of planning -
Roger HadfieldSnr Content Creative (Copy) -
Jasmine SpencerDesigner -
Jasmine SpencerSenior Designer
Back to Taking care of Covonia project
Artsiom Dashkevich
Freelance Brand Designer
Belarus
Vlad Vorobev
Graphic Designer, Illustrator, Prosveschenie
Russia
Anastasiia Zaesenok
2d Animator, Illustrator, Freelance
United States
Elisabeth Grosse aka LIZITA
Graphic Designer
United Kingdom