Penguin toon takes shot at fighting flu

Campaign includes TV, print, online spots

Flu shots and penguins?

In a curious case of promo partnering, Pharmaceutical powerhouse Roche is using characters from Warner’s upcoming penguin toon “Happy Feet” for its nationwide flu awareness campaign. The message: Get a flu shot.

Unprecedented campaign — Roche has never plugged a movie before — includes TV, print and online spots.

” ‘Happy Feet’ presents a wholesome storyline in a wintery backdrop that serves as an ideal platform for communicating to consumers, especially moms, about the flu,” says a Roche press release.

Spots offer the following pointers: Know your flu symptoms. See a doctor. Ask about anti-viral medicines.

“Now that you know the steps,” the narrator intones, “Take the lead in fighting the flu…and take your family to ‘Happy Feet’ on Nov. 17.”

Just hope everyone else in the theater got a flu shot, too.

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