Lidocream — Rick Guile

Lidocream | Commercial Spots

For the launch of AEC’s newest topical pain relief product, Lidocream, we created a series of four broadcast spots featuring former NFL Quarterback and Superbowl champ, Joe Theismann. Known for a gruesome career-ending play that broke his leg, we felt the situation presented an interesting opportunity for Joe to use comedy to poke fun at the awareness of the incident while also emphasizing the benefits of Lidocream.

Shot in Charlotte, North Carolina, the production also consisted of building a video content library for Lidocream’s push on social platforms to broaden their demographic.

The first spot, “Focus on the Game, Not the Pain” directly focuses on Lidocream’s main demographics by following Joe through a day on the golf course. The second, “Tackle the Pain” calls upon awareness and reference to Joe’s former knee injury as credibility to the product’s effectiveness.

Visit www.shoplidocream.com to learn more

Below are some behind the scenes photos of the production.

Client:
AEC Consumer Products

Agency:
BURKE

Account Executive:
Janet Her

Producer:
Megan Collier

Writer / Director / DP:
Rick Guile

1st AC:
Tristan Harris

Camera Operator:
Taylor Drake

Gaffer:
Jim Cote

Hair/MakeUp:
Nicole Hobler

Production Assistants:
Pureum Lee
Jason Miller
John Brundeck