Pfizer breaks new Benylin campaign
By Adnews Staff
Pfizer has released a new campaign for its Benylin cold medication called “Benylin Day.” The campaign, created by JWT Canada of Toronto, consists of a television commercial, out-of-home advertising and radio tags. The first outdoor component will break in November, followed by a second in January. The radio ads will run through November. The overall campaign will run until mid-March. The television ad, called “Indecision,” shows a woman who wakes up with a cold and then attempts to decide whether to take the day off or proceed to work. At the end of the ad, she takes a Benylin tablet. A voiceover says, “What if today you just worked at feeling better? Get Benylin, feel better. Take a Benylin Day.” The ad is airing nationally in English and French. The French-language adaptation was handled by Enterprise-JWT of Montreal.