ABOUT

My sophomore project for Surecheck pregnancy tests happened a good decade after the great success of the 'Storks' commercial (also listed herein). While hardly a case of the difficult second album syndrome, the follow-up campaign had a lot to live up to – so when the client greenlighted a series of six low-key reality-byte videos, relief was palpable.

This freedom to experiment was practically the only feature the two campaigns shared, the second campaign being quiet and introvert where the original one was loud and brash. More idents than proper commercials, the videos provided a brief respite in the cacophony of the commercial break as well as an opportunity to identify with women in that singularly personal moment when they only have eyes for a line – or two.

The campaign never rivalled the hype generated by its predecessor but was duly noted and well received as communication befitting a brand that has matured into a confidante.