NEW YORK — Dr. Scholl’s wants to massage its arthritic image. The 106-year-old company is airing TV ads to recast its orthopedic shoe inserts as “energizing cushions” that help people live life to the fullest.
The campaign will replace the brand’s popular “Are You Gellin’?” commercials, which featured actors in stressful situations being transformed by the gel inserts into a relaxed mood.
Company executives hope the new “Get Up and Go” tag line turns attention to how the inserts might enhance a wide range of lifestyles. They want to dispel the notion that Dr. Scholl’s products are only for older people suffering aches and pains. The first ad shows a break dancer slipping a gel pad into his shoe before flipping in the air.
The ad also features actors running a marathon, line dancing and cheering at a college football game.
