Johnson & Johnson's McNeil division and Interpublic Group's Ammirati & Puris/Lintas use the Super Bowl not to mount an epic commercial full of celebrities or special effects, but to pitch a widely applicable product to a wide audience.
The spot also reinforced the Imodium brand name following the prior year's 20% price cut, the result of growing competition from generic rivals.
Imodium wasn't J&J's only ad in Super Bowl XXIX: It ran a Tylenol commercial via Saatchi & Saatchi, another execution focused squarely on the product's ability to solve a problem ("Family Relief").
The Imodium account came from the Lintas side of Ammirati & Puris/Lintas, which was formed in 1994 when Interpublic bought Ammirati & Puris. The agency was also in the 1995 game with a spot for Burger King ("Used Cars"), whose business had belonged to Ammirati & Puris.
BRAND: Imodium A-D
AGENCY: Ammirati & Puris/Lintas