From the Horse's Mouth

OK. I know you may think that this blog has some kind of "obsession" with Digger at the moment... but, I took Cynthia's advice and contacted the ad agency directly -- Deutsch, Inc. in NY:

I know the Lamisil ads (with Digger) are *extremely* effective (and informative), but did your advertisers have to make them so disgusting? Literally, they give me and everyone I know the heeby-jeebies.

When everyone was in the boardroom (employees and client) viewing the final ad campaign, didn't all of you just cringe when Digger lifted up the toenail like a carhood? I gotta know. You all get the heeby-jeebies too, don't you? Come on... admit it.

Their response:

Yes. However, it is extremely effective in helping people come to terms with the fact that they have a problem. It also avoids the necessity of having to show actual pictures of a real toe with fungus, which in my opinion is actually worse [true. true.].

The campaign has been very effective, and apparently more and more people continue to seek treatment and get help. And that's the real success of the campaign.

I'm sorry it gave you the heeby-jeebies, but perhaps if you had the condition and were concerned/self conscious, maybe it would have hit you in a different way. Who knows?

Thanks for the feedback.

Matthew A.
Vice President, Business Development

I see their point. It's only intended to gross out those people with the real problem. Unfortunately, the rest of us are just collateral damage.

Thank you for your interest in Lamisil

Since we're still on the subject of the Lamisil Toenail Monster. Digger. You know? The dermatophyte. He only wants to lift your toenail up like a car hood (screeeeeetch) and get into your nail bed. (Shivers)

Who knew there was a fine line between cute (as in cartoons are *supposed* to be cute) and utterly disgusting? I'm talking -- making the hairs on your arms rise, actually blowing chunks -- disgusting. You've got to have a special talent (given to you by Beelzebub himself) to turn people's stomachs from a CARTOON.

I decided to write a letter to Novartis (the makers of Lamisil) to see how they would respond to my complaint:

"I just wanted to let you know that the Lamisil commercial (you know the ones with Digger?) make the hair on my arms stand straight up. Personally, this commercial gives me (and ALL of my friends and family members) the heeby-jeebies. Perhaps your marketing strategy was to gross out the American public so bad that we were literally FORCED to remember the disgusting way Digger lifts up the toenail like a hatch? Well, mission accomplished. I guess a less disgusting ad wouldn't have been as effective, huh?"

Their Response:

"Thank you for your interest [interest?] in Novartis Pharmaceuticals Corporation. We received your email from our Lamisil website and appreciate you taking the time to contact Novartis. Your comments regarding our Lamisil Tablets commercial have been forwarded to the appropriate department for their review and records.
Sincerely,

Novartis Pharmaceuticals Customer Interaction Center."

Ok, so it wasn't funny OR insightful. Maybe I should find out which advertising agency was responsible for it and write to them. They should be able to provide more "insight".