Numan Debut’s Inertia Man in Latest TV & OOH Drive

Numan, the leading digital platform for men’s health, has launched a stop-motion TV campaign debuting new characters ‘Inertia Man’ and straight-talking action hero Dunks. The campaign, planned and booked by Bountiful Cow, is designed to address inaction with a series of creatives targeting men across TV and OOH, with the simple call to action to ‘do something’ about health concerns with Numan.com.

Breaking today alongside the Champions League on BT Sport, the characters appear in a series of spots ranging from 10” and 60”. Many of the ads see Dunks arriving unexpectedly to coax Inertia Man into action at all the right moments and help him to tackle his health problems head-on.

The new creative approach was developed by Numan’s in-house creative studio. The tech brand worked closely with world renowned puppet makers Mackinnon & Saunders whose work spans TV series such as Bob the Builder and Postman Pat and includes feature films such as Tim Burton’s Corpse Bride, and Wes Anderson’s Oscar-winning Fantastic Mr Fox.

The ads were co-directed by Steven Qua – who has directed spots for MTV, Nike and Adidas – and animation director Tobias Fouracre, who has also worked with Oscar-winning director Wes Anderson on Isle of Dogs and Fantastic Mr Fox.

The media strategy devised by Bountiful Cow, includes coverage across Channel 4 and Sky, with a focus on popular sports programming including the Premier league. TV is supported by an outdoor campaign using landmark large-format Ocean Outdoor screens across key cities.

Sokratis Papafloratos, CEO at Numan, commented: “This is a new creative direction for Numan, and we are delighted with the results. Our ads have always been provocative, to help break down taboos and get men to act on their health issues. But the ads have always stood alone. This campaign sets a new brand platform for Numan that will exist beyond TV, and introduces warmth, storytelling, humour, emotion and characters to make it easy for men to connect and take action.”

Adam Foley, CEO at Bountiful Cow added: “We could not be more proud to be working with Numan on this creative launch – they’re continuing to break conventions in this category by challenging the biggest health risk to men’s health – inaction. This is the best bit of work yet and it demands the biggest canvas of all, high impact OOH and the broadcast brand-building power of TV.”

Source: Bountiful Cow

  Adam Foley, Bountiful Cow, Numan, Sokratis Papafloratos