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Alka-Seltzer knows its target market. Having gained a reputation as the perfect hangover cure, it released a run of print ads in Kazakhstan showing various pieces of machinery with an arrow pointing to the area of the device that best represents that morning-after feeling.
A blueprint of a drill, with a "You are here" arrow pointing to the tip of the rotating bit, references the splitting headache many of us know well, while the belt-driven washing machine (pictured above) perfectly illustrates the nausea that can accompany a hangover. The ad is understated, witty and gets its point across instantly in a universally accessibly way. From agency BBDO.
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