×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Osteo Bi-flex "The New Frank" and "Frank's Morning"

Published on .

Even old Frankenbones gets surprisingly lithe when he doses up on Rexall Sundown's Osteo Bi-flex, as seen in perhaps the funniest anti-arthritis supplement spots we've seen, ever. The commercials brilliantly replace the typical testimonial hack with the incongruously sincere spokesmonster, simultaneously poking fun at the creatively bone-dry category while making its selling point with as much grace as Frank has when he glides down a staircase or does a meditative lotus pose. "I think the category, as a whole, takes itself too seriously," CD Mike Bednar explained to Creativity. "Why be so cautious that the creative becomes antiseptic?"

Agency: Cramer-Krasselt, Milwaukee CD: Mike Bednar CW: Sandy DerHovsepian AD: Matt Herrmann Agency Producer: Mary Pat Cupertino Director: Bennett Miller/Hungry Man Editor: Michael Corrigan/Red Car, Chicago Music: Comma Music

In this article:
Most Popular