Some of the models paraded out with their modesty preserved only by waist-high big knickers, clearly visible under the gossamer. But! in the versions shown on the catwalks, these garments are also totally transparent, hence sheer hell for anyone who doesn’t have a supermodel figure. This summer’s look is sheerest drifts of chiffon, sheer knitted dresses, sheer slips – all delightfully diaphanous. If the trial in London is successful, Diflucan ads will be appearing all over the country and Canesten ads will never be far away from them It’s enough to give you a pain in the bum Or, as the Americans say, fanny.. They have no idea what’s going on, whether they need the treatment or what the benefits of this treatment over that treatment are. “There’s no humour to it, it’s desperately coy and it doesn’t really get to the heart of the matter It just leaves people confused. In fact, according to Harriet Green, a journalist on adland bible Campaign, Canesten and Diflucan are both as bad as each other.”This kind of advertising is always irritating,” she says.

“I would rather say that Diflucan is responding to our success,” he huffs. “We have a 90 per cent market share and we’ve been around for 25 years. Diflucan is running all these aspirational ads featuring glamorous women in expensive restaurants while our consumer research shows women just want honest, straightforward advertising.”It’s clearly getting personal between Bayer and Diflucan’s parent, Pfizer Consumer Health, so it looks like there’s a Pepsi-v-Coke-style thrush war on the way. Already the statistics are being distorted with Canesten claiming a 90 per cent market share and Diflucan claiming a 30 per cent share The first casualty of war is always truth. He dismisses the Diflucan work with a sneer and refutes claims that Diflucan’s work has prompted his latest ad campaign. Canesten is an altogether more matronly ad, although faces the same problem as sanitary wear in that it is forbidden to even gently zoom in on a clothed shot of the affected area.Patrick Johnson is the director of consumer care at Canesten’s parent company Bayer.

This has flushed its rival and current market leader Canesten out of the woodwork and it is now on TV with a rival ad. “We wanted the commercial to be positive and up beat but we didn’t want to alienate anyone.” Diflucan is a new product in the UK’s pounds 18 million thrush treatmeant market and it is advertising on TV for the first time. In pill form.) She then sits down with her good friend for a nice gossip over lunch. In a concession to years of advertising tradition, the product message is delivered in subtitle form which Diflucan’s ad agency, Integrator, believes is crucial.”No one wants to hear the word thrush shouted out of the screen at them,” says Sara Sorby, account director on Diflucan at Integrator.