Culturelle adds a dose of humor to the current realities of parenting and multitasking

Humor and health mix quite nicely in “Thank science for Culturelle,” an easily digestible campaign from probiotics brand Culturelle. The series of spots, the first from Terri & Sandy, which won AOR duties for Culturelle’s business in December, takes a realistic view of multitasking and parenting.

In one 15-second spot, a woman juggles a work call, breakfast and mascara application in a bathroom mirror, with disastrous consequence. (Someone should have advised her to keep the toilet seat down when not in use. Toilet plume doesn’t just spread water.)

“Multitasking isn’t an exact science," a voiceover reads. "Supporting your immune system is with Culturelle’s probiotics.”

In two other spots, kids inevitably find themselves in germ-infested situations and in need of a gut check.

Consumers may also be more eager to hear about the benefits of science at a time when they are searching for reassurance. Dr. Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, has emerged as a celebrity with his own bobblehead doll, for example. As a result of such a focus on health issues, brands like Culturelle are enjoying a moment.

“It’s a very good time to be a brand grounded in science,” said Sandy Greenberg, Co-CEO of Terri & Sandy, in a statement. “Rather than bore consumers with Culturelle’s clinical creds, we wanted to bring our message to life with warmth and wit, because now, more than ever, consumers want to lighten up a bit.

The campaign, beginning this week, includes TV, print and social.