While opioid dispensing rates in the U.S. are slowly ticking down, they remain elevated compared with rates in other countries. The U.S. makes up only 4.4% of the world’s population, but it consumes over 80% of the world’s opioids. Luckily, consumers today have more options than ever before for powerful, nonaddictive pain relief as they navigate their unique positions on the overall pain spectrum, including but not limited to OTC medications, physical therapy, medication and chiropractic care.
Towards that end, ALEVE and Mothers Against Prescription Drug Abuse (MAPDA) teamed with agency MullenLowe on “The Painful Truth” campaign which launches with this three-minute film featuring real pain sufferers who are at crossroads and seeking guidance. They get on a video call with a pain expert, Matt Robinson, who we find out has first-hand experience, having taken a life’s journey from addiction to advocacy. The film was directed by Simon Brand via production company Ladoble.
“Two big contributing factors to opioid use disorder are lack of education around the potential negative consequences of opioid use and the enduring stigma around addiction. Many of us believe this could never happen to us or someone we love, and that often prevents patients from exploring options for pain relief,” said Mary Bono, co-founder, chair of the board of directors and CEO of MAPDA. “At MAPDA, we encourage people to engage in the vital conversations around drug impacts, and we are so proud to partner with ALEVE on ‘The Painful Truth’ to shine a spotlight on that moment when patients should actively engage about their care and explore all viable options.”
CreditsClient Bayer Brand ALEVE Partner Mothers Against Prescription Drug Abuse (MAPDA) Agencies Mullen Lowe Global Carlos Andres Rodriguez, global creative director. LOLA MullenLowe/MullenLowe US Tomas Ostiglia, executive creative director; Saray González, Helena Marzo, German Rivera, creative directors; Diego Vieira, associate creative director; Jonny Gadd, SVP, executive director, global strategy; Andrea Schulz, SVP, group strategy director; Yan Graller, head of design; Marcos Romero, Marcos Colombres, copywriters; Alan Chung, Maria Sancho, designers; Felipe Calvino, head of production, producer; FREELANCEFOR, producer. Production Company Ladoble Simon Brand, director; Rodrigo Lema, managing director and exec producer; Rafael Leyva, DP; Francisco Lederman, producer. Casting Copelan Cash, casting director. Postproduction Comppo Pedro Enguídanos Ayala, Lila Izquierdo, editors.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More