Singing toiletries illustrate Haleon's ad explaining app that reads labels for visually impaired customers

Haleon, the U.K.consumer healthcare company whose brands include Advil painkillers, Aquafresh toothpaste and Ortrivin decongestant, has released a campaign to show how blind and visually impaired customers can use a Microsoft app that uses artificial intelligence to read its product labels, after partnering with the tech brand in October to expand the app functions. The company's new spot, titled “Always read the label. Even if you can’t,” advertises Microsoft’s Seeing AI app and also aims to raise awareness about how it can be difficult for people who are visually impaired to see what products they’re using. The 60 second ad, created by WPP's Grey New York with H+K Strategies leading PR, features toiletry products such a toothpaste tube and vitamin pack dancing around and singing a song that includes the line “now you can always read the label, even if you can’t.” The dancing health products show how Microsoft’s Seeing AI app can scan their barcodes so that the person knows what they’re using. The campaign emphasizes audio to make the spot accessible: at the end of the spot, a narration also describes what is happening on-screen. The campaign was directed by Conor Finnegan with live-action direction by Adam Morse, a filmmaker from London who is registered as blind. “Many people living with vision loss in the UK face challenges when self-administering medications,” said Tamara Rogers, the brand’s chief marketing officer, in a statement. “You always get told to follow the instructions, but what if you can’t read them? The campaign and Seeing AI is about empowering this community to be able to better care for their own health, independently without assistance.” The campaign will run in the U.K. and the U.S and will appear on TV, online video, social, radio, podcasts, and digital and print out-of-home. It debuted in the U.K. on Channel 4.

Singing toiletries illustrate Haleon's ad explaining app that reads labels for visually impaired customers

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