Lamisil · T&P · August 2026
Athlete’s foot is a small physical irritation with an irritatingly large ability to occupy your thoughts. In Get Feet Off Your Mind, Lamisil turns that disproportion into the idea, making sufferers see feet everywhere until treatment finally gets feet off their mind.
The Challenge
Athlete’s foot treatments live in a functional category dominated by symptoms, efficacy and unpleasant close-ups. Lamisil wanted to make the problem feel more relatable and memorable without simply producing another demonstration of itchy feet.
The Strategy
Anyone who has experienced a persistent irritation knows how quickly something physically small can become mentally enormous.
T&P takes that human truth literally. Once athlete’s foot is bothering you, it becomes difficult to think about anything else. So rather than magnifying the infection, the campaign magnifies its share of mind.
The strategic shift is simple: athlete’s foot isn't only on your feet. Eventually, it's on your mind.
The Execution
The film creates a world in which ordinary objects begin resembling feet. Everyday surroundings become visual reminders of the thing the sufferer is trying not to think about, with foot-like shapes appearing where they don't belong.
The repetition turns a familiar psychological experience into a visual joke: when something is occupying your thoughts, you start seeing it everywhere.
Lamisil provides the release. Get Feet Off Your Mind connects the treatment benefit directly to the creative conceit rather than simply attaching a product claim to the end of it.
Campaigns That Used Similar Tactics
Literalise the Expression - Take a familiar phrase, idiom or metaphor and make it physically true.
Sleep Like a Baby — Nectar Sleep took the familiar promise of sleeping “like a baby” completely literally, transforming satisfied adult mattress customers into babies while retaining their adult faces.
Taste the Translation — Elan Languages turned translation quality into something people could literally taste, cooking recipes produced by competing translation services and letting food experts judge the results.
Exaggerate the Consequence - Take a genuine consequence and push it far enough to become the creative idea.
Little Lungs in a Great Big World — FDA turned smoking’s effect on lung development into a recurring tragicomic character, imagining undersized lungs trying and catastrophically failing to keep up with ordinary life.
Meet Graham — TAC imagined what humans would have to look like if our bodies could actually withstand road crashes, turning the consequences of impact into the grotesquely exaggerated anatomy of a fictional person.
The Question That Could Get You There
What does our problem make people think, notice or do that we could make physically appear in the world?
