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Monster Hit

Published on .

The "Frank" TV campaign, for an anti-arthritis dietary supplement called Osteo Bi-flex, rocks this usually dreadful category like nothing else we can recall. In a nutshell, Frankenstein's monster, known simply as Frank, does typical before-and-after testimonials about how the product loosened him up and allowed him to enjoy life again - thus the spots simultaneously parody their genre and triumph within it. "I think the category, as a whole, takes itself too seriously," says CD Mike Bednar. "Yes, people have allergies. Yes, they get headaches and back pain. Yes, heartburn can be a real bother. But when we speak to them, why be so dramatic; why be so cautious that creative becomes antiseptic?" Bednar and company convinced the client of this, but it's positive testing, of course, that cinched the deal. And more such work will be coming. "Frank's become our spokesmonster," says Bednar. "He's sincere; an everyday person who just happens to have bolts in his neck."

Client: Rexall Sundown 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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