Aleve

Social Campaign + Video • CPG

Aleve's brief came down to one question: Who do you take it for? The answer wasn't about pain relief. It was about the people you show up for, despite it.

We built a docu-style series around real people whose days require that kind of effort. We followed a caregiver, a laborer, someone whose work is never done. No scripts, no actors. Their stories, shot in natural light, with the people they do it all for.

The campaign ran on social, OLV, retailer pages, and TV. Then Tylenol moved aggressively into Spanish-speaking markets. We re-recorded subject Marisela's voiceover in Spanish, converted her film into a TV spot, and it aired during the Telemundo broadcast of Super Bowl LVIII. That's not a pivot that usually makes it to air. It did.