OBJECTIVE: In the Philippines, Vicks Vaporub used to be an essential household item, an all around remedy for colds, mosquito bites etc. But lately, this practice is slowly disappearing. A radio campaign is launched to remind consumers to have Vicks around.INSIGHTS: Clogged noses can ruin romantic moments.

CONCEPT: Keep the love going with Vicks. The ad idea is 'Sayang'. 'Sayang' is a one-word expression among Filipinos that pertain to the feeling you get when you see something get wasted or if an opportunity is missed. The rough English translation for this word is 'What a waste'. In the ad, a woman expresses feelings of rejection because her effort to smell good was not appreciated by her husband.