Australian agency Matterhorn creates global VR first for Pfizer with Tron-like bike experience

Advil has launched VR ad in a first for Pfizer

Advil has launched VR ad in a first for Pfizer

In a first for the drugs giant Pfizer, Sydney agency Matterhorn has created a virtual reality campaign for its pain relief brand Advil, putting viewers behind the the handlebars of a futuristic racer.

The 360 degree interactive campaign makes the most of emerging VR units such as Google Cardboard and Samsung’s Gear VR and takes the 30-second ad campaign into a new realm.

Advil’s experience is aimed at demonstrating speed with which its liquid capsules are absorbed compared to rivals such as standard Nurofen.

Garry Horner, co-founder of Matterhorn, said the space was a competitive one where creating customer engagement was a challenge and wanted to build something that could also be used on tablets at point of purchase.

“The simple reality of marketing today is that having a beautiful TV commercial is crucial, but it’s only half the battle,” Horner said.

“Engaging with customers and retailers in both the grocery and pharmacy sectors is equally important. This is where the Advil VR experience comes in. It gives the Advil Sales team an invaluable tool to ensure the brand is front of mind for customers and pharmacists at the most crucial part of the shopper’s journey… when they’ve got their wallets in their hands.”

Horner said the idea of extending the campaign into a VR execution came during the production.

“We discussed how we could extend the idea. Cutting Edge were keen to flex their creative muscles in the VR space and of course the client was keen to produce something that could be used at the point of purchase, because engaging with consumers in-store is always a vital part of the marketing mix,” he said.

The 3D animation was created by Cutting Edge, which built a scenario where the viewer on the Tron-like bike smashes through pain crystals.


  • Agency: Matterhorn:
  • Creative Team: Matt Kemsley & Garry Horner
  • TV Production: PlayFilms
  • Music, SFX and Audio: We love Jam
  • Post-Production: Cutting Edge
  • Director: Simon Maddison
  • Executive Producer: Samantha Daley
  • Head of VFX Production: Simone Barker
  • VR
  • VR Supervisor: Simon Maddison
  • VR Producer: Lara Allen
  • VR Lead: Ævar Bjarnason
  • Production
  • Production Company: Carnival Productions
  • Producer: Ben O’Donnell

Simon Canning



Sign up to our free daily update to get the latest in media and marketing