Brazilian capital São Paulo is infamous for its traffic: Traffic jams on Friday evenings can stretch for many miles. What’s worse, given the Brazilian media’s propensity to focus on dramatic, gory stories, many drivers are bombarded with bad news along the way, only compounding the headache. So for one day, Advil stepped in to help reduce the pain of the commute by lightening drivers’ moods.
The painkiller brand partnered with Metro, one of the city’s largest daily papers, to create a cover that showcased positive stories. The biggest headline announced that the city’s famous and much-loved Ibirapuera Park would be staying open for a full 24 hours. On page 2, an Advil ad asked, “Did you feel like you didn’t have a headache on the first page?”
Several other brands have focused campaigns around upbeat news, including LG and Tropicana, which sponsored a Good News section on The Guardian’s site. And we’ve written about campaigns that have focused on easing anxiety for commuters in New York (also Tropicana) and Bogotá (Coca-Cola). Advil brought these themes together nicely. The brand also addresses The Super Stress Era, one of JWTIntelligence’s 10 Trends for 2013: As stress becomes a more pressing health concern, we’ll see brands and governments ramping up efforts to help prevent and reduce it.