Genexa’s Mama Bear spot calls for cleaner medicine options for health-conscious parents
The commercial, narrated by actress Nikki Reed, strives to appeal to parents who feel a growing responsibility to make healthy choices for their families – even in the medicine aisle.
Genexa, the “clean” medicine brand co-founded by David Johnson and Max Spielberg, has launched its latest campaign, 'Mama Bear', tapping into the growing concerns of health-conscious parents over artificial additives in conventional over-the-counter (OTC) medicines.
The campaign blends a heartfelt narrative with a bold call for transparency and simplicity in children’s medications. Celebrity investor Nikki Reed, an actress known for her role in The Twilight Saga, lends her voice to the protective 'Mama Bear' character featured in the ads.
The work's centerpiece ad shows the mother tucking her child into bed as she speaks to the instinctual drive parents feel to shield their children from potentially harmful ingredients. The ad then introduces Genexa’s Kids’ Pain & Fever acetaminophen.
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Each element of the campaign underscores Genexa’s commitment to “filler-free” formulations for pain relief, cold and flu and allergy products.
“We’re seeing a real shift in what families expect from brands – especially when it comes to their health,” said David Johnson, CEO and co-founder of Genexa. “Parents are pushing back against unwanted ingredients in medicine, and we’re proud to be at the forefront of this change with the Mama Bear campaign. It’s not just about clean medicine; it’s about finally demanding better for our families.”
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Johnson’s message reflects Genexa’s mission to empower parents with choices that align with their values, a sentiment shared by the brand’s high-profile supporters, including Gwyneth Paltrow and Chris Pratt.
The campaign, created in partnership with the creative agency Milestone, rolls out across connected TV, YouTube and social media with a mix of 60-second, 30-second and shorter 15-second spots.
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