Beiersdorf is planning a US$1 million advertising campaign featuring the animated cartoon character ‘Plasterman’ to promote its Elastoplast Silverhealing bandages.

In a move away from traditional first-aid advertising, TV, movie and print ads created by TBWA London will feature an animated character called Plasterman fighting an army of germs.

The Silverhealing product line, which releases silver ions into wounds to help prevent infection, was launched at the beginning of the year.