Aleve Gets in the Fighting Spirit

BBDO eschews the testimonials of traditional analgesic advertising in favor of music and onscreen text in its latest round of TV advertising for Bayer’s Aleve.

It’s a break from the previous “Dear Aleve” tactic, which dramatized customer letters testifying to the brand’s medicinal power. The client and agency changed direction because other pain relievers were making similar overtures to consumers, said Steve Dusenberry, group creative director at the Chicago agency.

“It almost seems like we’ve been reading the same storyboards,” Dusenberry said.