The thought that started this campaign was that ‘Pills never get directly to the pain point’ as compared to Otrivin sprays which act 6x faster. So we decided to show the slowness of the pills using the metaphor of a pinball table with its winding and lengthy paths.
Moreover, the ads show the richness of each character’s daily life in the UAE, something they cannot miss out on if they are congested. Thus, adding even more cultural and regional relevance. And it made it all the way to the Lürzer’s Archive cover.