Creativity

Uranus, Boob and Fart Jokes Are Teachers' Eternal Fate in Droga5's Latest for Clearasil

High School Hijinks Are Forever, But Acne Isn't

By Jack Neff. Published on Oct 12, 2015

Editor's Pick

Clearasil and Droga5 are turning to real-life teachers in an effort to convince teens that acne won't last forever, even if teacher tenure at high school seems to.

In a "Teacher Truths" video breaking online today, the RB (Reckitt Benckiser) brand shows a series of teachers in deadpan comedic roles recounting the dumb jokes and pranks they see from students year after year. "Adolescent acne ends," says one. Then a series of three more teachers chime in to note: "High school ends. For you. Not for me."

The video is part of a contest in which the acne medication brand invites teens to take photos of their own teachers sharing similar "Teacher Truths." They can submit these on Twitter or Instagram with the #TeacherTruthsContest hashtag over the next two weeks. Those who do will be eligible to win a $5,000 scholarship.

The video is part of Clearasil's "Let's Be Clear" campaign from Droga5 launched in July, which Debra Eible, Clearasil marketing director, said aims to change the narrative in the category from "overpromising confidence" to "simple reassurance" that acne will end.

"While it's great for a brand to offer reassurance," she said, "it's even better if it can come from someone with the right authority to say it. Someone like a high school teacher."

Despite the "trapped in high school" theme, Tim Gordon, group creative director of Droga5, believes teachers will react well to the video. Hearing the reactions of real teachers on the set was "helpful as we shaped the work," he said. "There were lots of nodding heads and knowing laughs as we talked with them about the things they relive year after year. We love the idea of championing teacher as high-school heroes, "the people who endure adolescence longer than anyone else on earth."

Jesse Williams, a former Philadelphia high school teacher who stars in ABC's Grey's Anatomy, will be involved in publicity supporting the campaign.

This story originally appeared on Adage.com.

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Credits

Date
Oct 12, 2015
Agency:
Droga5 New York
Chairperson:
David Droga
Client:
Clearasil
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Copywriter:
Sarah Lloyd
Art Director:
Mary Dauterman
Design Director:
Rich Greco
Senior Designer:
Joseph Dasaro
Chief Creative Officer:
SallyAnn Dale
Head of Broadcast Production:
Ben Davies
Production Group Manager:
Topher Lorette
Executive Broadcast Producer:
Adam Perloff
Associate Producer:
Jacqueline Omanoff
Head of Interactive Production:
Niklas Lindstrom
Senior Interactive Producer:
Tasha Cronin
Head of Art Production:
Cliff Lewis
Associate Producer:
Gabrielle Nicoletti
Global Chief Strategy Officer:
Jonny Bauer
Strategy Director:
Will Davie
Senior Brand Strategist:
Danielle Travers
Social Strategy Director:
Tom Hyde
Senior Social Strategist:
Calvin Stowell
Data Strategy Director:
Lily Ng
Data Strategist:
Kaveri Gautam
Social Manager:
Maureen O'Brien
Communications Strategy Director:
Samantha Deevy
Group Account Director:
Olivia Legere
Account Director:
Megan Gokey
Account Manager:
Ashton Atlas
Project Manager:
Rayna Lucier
Integrated Production Business Affairs Manager:
Tom Vendittelli
General Manager of Marketing:
Chris Tedesco
Managing Director:
Debra Eible
Brand Manager:
Elyse Goldweitz
Assistant Brand Manager:
Jessica Erb
Communications Manager:
Erin Feeley
Production Company:
Caviar Content
Director:
Neal Brennan
Director of Photography:
Andrew Wheeler
Executive Producer:
Michael Sagol
Producer:
Megan Porche
Editorial Company:
Mackenzie Cutler
Editor:
Ryan Steele
Assistant Editor:
Zoe Newman
Executive Producer:
Sasha Hirschfeld
Post Production Company:
Ricart and Co.
Executive Producer:
Marcus Lansdell
Colorist:
Seth Ricart
Sound Mixer:
Chris Afzal

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