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It's rare to to see a drug ad that isn't, at best, bore-you-to-tears dull. But GlaxoSmithKline launched a new spot this week that's actually worth watching.
Created by TBWA in London to shed light on GSK's steroid-screening duties at the 2012 Olympics, the ad—the first in a campaign starring a seres of British Olympians and Paralympians—focuses on sprinter Marlon Devonish, seen at the starting block in a packed stadium. More pointedly, it focuses on Devonish's insides, where a trip through his ear canal (yes, it's kind of gross) reveals firing synapses, a pounding heart and a series of other symbols—both anatomical and abstract—all illustrating the adrenaline rush he's getting from the roars in the bleachers.
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