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Pfizer’s objective was to achieve the highest sales result ever for their Advil product. The new TV campaign included three aggressive comparative advertising claims against local competitors, featuring 3 real Advil users. Sales went up 36 percent over the prior 26-week baseline. Advil’s share of the total analgesic market increased by nearly 1 full percentage point in the few months the new campaign was on air.
Contributors: Creative Director: Simon Druery Scriptwriter: Simon Druery Production: Engine Agency: Advertising Energy