While Auto-By-Tel ran a Super Bowl XXXI ad comparing its service to a pain reliever ("Pain Relief"), actual pain reliever Tylenol came to the game with this scene of father-and-son brush cuts and bonding. Johnson & Johnson’s famous pain reliever was making its third consecutive Super Bowl appearance in 1997 following "Eddie George" in 1996 and "Family Relief" in 1995. "Practice" was also Tylenol's third Super Bowl ad in a row from Saatchi & Saatchi, the only ad agency the brand had ever known.
Saatchi's relationship with Tylenol dated to the brand's inception in 1975 and was strengthened in 1982 when the agency -- then known as Saatchi & Saatchi/Compton -- was instrumental in helping the brand recover from the disastrous tampering tragedy. Saatchi helped J&J conduct what is now considered a masterful, textbook example of crisis management in confronting the misfortune.
“Practice” was the end of Tylenol and Saatchi’s run in the Super Bowl. But it wasn’t until 2003 that the account changed hands, moving to Deutsch, part of the Interpublic Group of Companies, after 28 years with Saatchi, part of Publicis Groupe.
AGENCY: Saatchi & Saatchi