STRATEGY

Advil PM wanted to differentiate themselves from every other pain reliever-sleep aid commercial by taking the story ‘outside of the bedroom’ and showing how a restful sleep can lead to a ‘better next day.’

IDEA

Back pain. Neck pain. Headaches. Full body aches. Nighttime pain doesn’t just keep you awake, it can follow you into the next day. Luckily, Advil PM silences pain tonight, so it doesn’t become pain tomorrow.

EXECUTION

Good days are boring (and expected) and we only had 15s, so we showed the opposite, using a visually striking match-cut to tell our story in both a fun—and concise way.

ROLE: Senior Art Director
AGENCY: Grey NY
ECD: Hannah Fishman
Sr CW: Cory Frame
Director: Ben Callner