The Suuntaa ulos sumusta (Flee the Fog) campaign was created in Finland to promote Bethover’s B12 vitamin supplements, designed to support brain health and cognitive function. Targeting an older demographic who may resist acknowledging cognitive decline, the campaign also resonates with people of all ages, especially after the universal experience of brain fog during the COVID pandemic. It plays on the familiar theme of mental fog caused by aging or stress, without alienating the audience by suggesting they are too far gone. The core message is simple: Bethover helps clear away the mental fog, offering renewed clarity and energy. Visually, the campaign brings this metaphor to life in a literal way—showing a protagonist with a giant cloud obscuring their face, symbolizing their cognitive sluggishness. As the fog lifts, so does their mental clarity. The tagline perfectly captures this transformation, while the campaign’s multi-platform approach spanned TV spots, print ads, and digital content. The TV commercials depict everyday scenes—a forgotten office or café—where characters are trapped in mundane routines, only to reveal that they are literally carrying a cloud over their heads. As Bethover’s iconic foghorn jingle, a playful rendition of Beethoven’s 5th Symphony, sounds, the fog dissipates, symbolizing a return to sharp thinking. This campaign struck a chord with older audiences, positioning Bethover as the trusted solution for brain wellness, while also appealing to a younger demographic by focusing on energy and cognitive health, helping Bethover stand out in a competitive market.