The ABPI code applies in the UK where this campaign ran.

The target audience for this campaign was disengaged, underserved psoriasis patients. These patients are resigned to living with itchy psoriasis despite it affecting their sleep, mood and concentration. They have become accustomed to accepting this as a way of life and so don't seek more from their GP.

We see a man up in the middle of the night. He is sat on the side of his bed. When he turns the light on and starts scratching you see the threads that he is created from start to fray. The more he scratches the more the threads unravel and snap representing the ongoing impact itch has on him. The constant itch of psoriasis is causing his life to unravel.