Hill, Holliday, CVS National Campaign: ‘Life to the Fullest’

Looking to support its planned expansion into new markets nationwide, pharmacy chain CVS last week began rolling out its first multimedia image campaign from new lead agency Hill, Holliday, Connors, Cosmopulos, introducing the tagline, “Life to the fullest.”

One print execution shows a couple snuggling in the booth of a dimly lit, romantic restaurant, with a single candle alight on the table. The woman is holding a present wrapped in gold. Above the scene is a mock “Aisle 3” sign that reads: “Greeting cards. Gift wrap. Chocolates. He’s finally starting to get it.” The client spends about $35 million annually on ads, according to CMR.

The Boston Interpublic Group shop added CVS creative and media following reviews earlier this year.