There's no doubt that TV viewers will really warm to the new campaign from Lemsip directed by Ben Dawkins of love.

The three commercials feature a cute animated Lemsip box, literally administering relief to its ailing cold-sufferer. The handy little box is a miracle worker, conjuring up a kettle and cup and reaching inside himself to pull out a sachet of Lemsip Max, which he promptly mixes into a soothing drink. He then flexes his illuminated muscles, clambers up his patient, mops his brow and blows his nose. The clever little chap even tracks down his charge's car keys!

Two other commercials for Lemsip Sinus and Lemsip Capsules feature "the hardworking helper" administering a head massage and flagging a cab. How very handy!

Production company love's Ben Dawkins collaborated closely with the 3D department at Glassworks, who spent a total of eight weeks designing, modelling, texturing and animating the arms using Softimage XSI. After this, the job's complexity lay in the seamless interaction of the Lemsip pack with the protagonist. Lighting had to be carefully matched to the background plates and up to 27 layers were composited in Flame to achieve the incredibly believable result.

Ben Dawkins said, ".... amazing crew, amazing post, everything was there.

Everyone involved got behind the idea and literally brought it to life. I couldn't have asked for more".