Aleve had struggled to distinguish itself vs. other pain relievers until we discovered an untapped human insight: the pain of pain management. Aleve lasts longer than other pain relievers, so chronic pain sufferers don’t have to pop pills all day when their pain returns.

The result is a campaign that has now been running for several years, with 30+ spots and print ads. I wrote and shot about 15 of them in the initial stages of the campaign. Business results included all-time high share growth as well as Best Branded Print; Best Integrated Campaign; and Best Branded TV campaign in the OTC/HBA National Advertising Awards.

Our holiday spot, “Kris,” was the 11th most remembered holiday commercial the first year it aired, an amazing fact given that Aleve isn’t a traditional holiday gift. It was also featured on The Tonight Show.