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The NHS brings dramatic flair to the unsung heroes behind the pharmacy desk.

Created by M&C Saatchi, the ad draws on horror, rom-com and action movie themes to show people’s overblown reactions to slight health concerns, such as ear pain, a red eye and a cough. The message is that people should make their local pharmacy the first port of call for minor issues such as colds, coughs, tummy troubles and aches and pains. The movie theme carries over into three dramatic film posters, which will be displayed in pharmacies, GP practices and other health settings across the country. The work was created by Thom Farrall and Liam Campbell, and directed by Will Clark through Merman.