Aleve asked the question, "Who Do You Take It For?" To find the answer, we developed a social-first video series profiling the real stories of hardworking people who rely on Aleve to show up strong for others. 

We amplified Aleve’s support for hard-working Americans through authentic content that honors the stories of our target audience.

To prove our concept, we launched a pilot program in partnership with New York Nico. We told Jaeson’s story, NYC Sanitation worker and father. It was such a success that we were able to tell the stories of Marisela and Will.

When Tylenol began to target Spanish markets, we moved quickly and re-recorded Marisela’s VO in Spanish. We ran it as a TVC to make sure we didn’t lose market share to competitors. That same TVC of Marisela’s story then went on to air during the Telemundo Spanish broadcast of Superbowl LVIII.