Aleve

Social Campaign + Video • CPG

Aleve asked a simple but powerful question: “Who do you take it for?” We answered by telling the real stories of hardworking Americans who push through pain to show up strong for the people they love.

Our approach was rooted in authenticity. We created a social-first, docu-style video series spotlighting two incredible individuals whose days are defined by grit, heart, and service.

These weren’t scripted ads. They were portraits of resilience, stories told in our subjects’ own words, captured in natural light, with real moments of connection to the people they serve.

When Tylenol began targeting Spanish-speaking audiences, we pivoted quickly, re-recorded Marisela’s voiceover in Spanish, and launched it as a TV spot to protect Aleve’s market share, culminating in a proud moment when her story aired during the Telemundo broadcast of Super Bowl LVIII.

Across social, OLV, retailer pages, and TV, Who Do You Take It For? didn’t just sell a product; it celebrated the determination of everyday heroes and reminded audiences that with the right support, you can keep showing up for the people who matter most.