Misery Is Focus in P&G Work

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There are no happy endings in Procter & Gamble’s new estimated $30 million campaign for its Nyquil and Dayquil brands. Instead of showing cold sufferers getting relief, as in past ads for the products, the new TV work lingers on misery.

The spots focus on “that horrible moment when the symptoms are at their most dreadful,” said Penny Hawkey, executive creative di-rector at D’Arcy Ma-sius Benton & Bowles in New York, which has handled Nyquil since 1968.

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