Johnson & Johnson's McNeil Consumer Products Co. takes an artful approach to pain relief in an estimated $50 million campaign that broke last weekend for Tylenol. "The Dress" features three generations of women, with Tylenol making it possible for the oldest to button the wedding dress of the youngest. The spots, from Saatchi & Saatchi
's Healthcare Connection, New York, point out Tylenol's low likelihood of interaction with prescription medications and its lack of caffeine as an ingredient. Copywriter: Muffy Clarkson. Art director: Peter Bevacqua.