ACRAF – MOMENTACT – SUBJECT “LIQUID TECHNOLOGY”

Angelini has always been attentive to their consumer needs, it is now emphasising how easy it is to swallow the Momentact chewable capsules, the specific product for severe headaches.

The new Momentact film, created and produced by the Armando Testa agency, uses modern, innovate and symbolic language.

Against a neutral background evocative of a technological setting we see a full screen image of Momentact’s iconic red clamp, the symbol of a severe headache which crushes the writing “MAL DI TESTA FORTE”(SEVERE HEADACHE). The film presents the liquid technology of Momentact as the solution, starting off with the technological contents of the capsule. A valuable little drop of the active principle drips down from a crystal pipette. In slow motion we see it reaching a symbolic pharmaceutical lab slide, going into a little container then it is transformed into the Momentact capsule, which is easy to swallow.

It slips quickly along the neck of a symbolic crystal lab flask and then is rapidly absorbed dissolving the small quantity of liquid contained.

The effectiveness of the liquid technology rapidly dissolves the clamp and with it the severe head ache. The voice over emphasises the distinctive quality of the product: how easy it is to swallow, how quickly it is absorbed and its rapid action against severe headache.

The liquid technology serves as a link to the nice final moment: a man kite-surfing on the waves, so happy to be feeling so much better again thanks to the rapid relief from Momentact.

On air from 26 March on the main TV channels and at the Cinema, in cuts of 30”, 20” and 10”.

With creative direction from Piero Reinerio, art director Tina Salvato and copy Chiara Demichelis worked on this project. Production company Little Bull.