OTC advertising in the US is moderately regulated, only slightly more regulated than non OTC packaged goods. It does not face the same level of restrictions as Rx advertising.

Athlete’s foot can be embarrassing and frustrating, and it’s hard to beat. We wanted to present an honest portrayal of a man getting ultimate relief, but we weren’t sure we could pull it off. Fortunately, our product, Lotrimin Ultra, is the most powerful way to rub it out. So we stopped jerking around, got a grip, and created, in our opinion, a masterstroke of advertising. It’s sure to spank the competition in the athlete’s foot category and have guys yanking boxes of Lotrimin off the shelves.

Use of Music/Sound Design

The spot features minimal sound design and effects created by Eric Thompson at Cutters.

Animation/Visual Effects

The demo was created by Smoke & Mirrors using a live action foot, a virtual Lotrimin box and CG lasers.