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Pfizer begins new Advil campaign

Pfizer Consumer Healthcare has begun a new campaign for its Advil Cold & Flu product. The 15-second television commercial, developed by Y&R Toronto, depicts a man with the flu looking in his bathroom mirror. After taking the medication, he becomes a "tough guy" with a bigger body. The ad ends with the voiceover, "Get tough with your flu, with new Advil Cold & Flu." The commercial is being supported with an online game that helps consumers determine what kind of "tough" person they are. The campaign will run nationally until the end of the month. "We wanted to create something that really reinforced Advil's brand positioning," said Phil Emery, senior product manager at Pfizer. "Our target isn't passive about the flu. They're tough and want to get through it. We feel this ad will really stand out and help launch an important product this cold and flu season."

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