Some characters do not need a long introduction. It is enough to say Nevjerni Toma and everyone already knows who we are talking about. The one who doubts out of habit, questions even the obvious, and does not believe recommendations, experience or someone else’s conviction until he sees it for himself.
That recognizable Balkan archetype is exactly where the new communication campaign by JGL and creative agency Spellcaster for Prolife Suspension begins. The topic is digestive troubles, but the approach is not the one often seen in the pharmaceutical category. Instead of a serious tone, sterile certainty and communication that explains everything in advance, the campaign chooses a man who does not accept explanations so easily.
The character of Nevjerni Toma is therefore not just a clever name. He carries the entire communication idea, because doubt, disbelief and the need to personally check something become a simple entry point into the product story. This shift gives the campaign an everyday language, while bringing digestive troubles, a topic usually treated cautiously or too seriously, closer to the audience without unnecessary weight.
The lead role is played by Stipe Jelaska, whose interpretation shapes the campaign’s character and humor. The creative concept was developed by the Spellcaster team, while the script and direction are signed by Tonči Klarić, with production by Vertigo.
“What amused us most about this campaign was the fact that we all know one “Nevjerni Toma” The one who does not believe anything until he sees it for himself. Once we found that insight, everything somehow fell into place. We wanted to create a pharma campaign that would not sound or look like a typical pharma campaign, but like a story people would recognize themselves in, laugh at, and along the way remember what the product does,” said Tonči Klarić, creative director at Spellcaster.
The campaign was created in collaboration between the JGL and Spellcaster teams, with a clear intention for communication about digestive troubles to remain understandable, precise in relation to the product, and human enough not to sound like just another ad from the category.
