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Have you seen the new Tylenol “Feel Better” spot? It caught my attention. Naked body parts of all ages (G-rated) in rare, interesting angles. From an 80-yr. old elbow to a middle-aged stomach, to a turkey-like neck to a yoga move, a stretch, a push-up.

All very real, mostly wrinkled and imperfect, yet all beautiful. Because of the dramatic sepia-like lighting, the soothing music, the flowing copy. “…Nobody knows your body better than you do…You know what parts are strong, what parts are weak…You know what parts feel young, and what parts ache…”

After it catches you emotionally and you’re wondering what this commercial is for, it moves into the harder sell - the differentiating features of Tylenol (working with your body w/o irritating your stomach or interfering with blood pressure meds). The close brings us to the payoff positioning that with Tylenol, you not only feel better physically, you feel better knowing docs recommend Tylenol more than any other pain reliever. A masterful tie to their age-old claim to fame — with a holistic twist.

While flipping through People Magazine at the hair salon (really, it’s the only place I read it!), I was struck by the unique placement of 3 Tylenol full-pg print ads spread throughout the pub. Again, the very real, tastefully shot, sepia-toned naked body parts, which trigger thoughts of the TV. Curious, I looked on their website, and of course, the campaign is successfully converged digitally as well.

It’s hard to break through in the pharma industry and I think Tylenol does a superb job. Check out the commercial below and let us know what you think!

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