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

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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

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