'Making TV history'
"We think we're making TV history," said Jay Kolpon, VP-marketing for Bayer Consumer Care.
The campaign, from Omnicom Group's BBDO, New York, is called the "Daily Dose of Good News." The spots were shot documentary style, which Mr. Kolpon said not only saved on production costs but ended up giving the commercials an edgier look and feel.
TV spots, radio and Web ads
The 31 spots over 31 days coincide with National Arthritis Month. The TV ads will run on all major networks in various dayparts on programs such as NBC's "Today Show," CBS's "CSI" and ABC's "World News Tonight." Radio ads will run on several national radio networks, such as CBS, and the campaign also features Internet ads on major health Web sites.
The campaign has a dedicated Web site -- Alevegoodnews.com -- but there is no print ad buy associated with the campaign.
The people profiled for the 31 spots include a mix of real people and celebrities such as retired National Football League star Jerry Rice.
"We hope that the story of a role model like Jerry Rice will encourage people with arthritis to feel optimistic about their lives and know that there are effective treatment options available," Mr. Kolpon said.