Aleve debuts new "Kris's Day" campaign (video)


At the North Pole, Santa is stretched to the limit trying to get everything done in time.  He’s struggling with back pain, and the holiday is in jeopardy. The latest “Kris’s Day” spot continues Aleve’s series of TV commercials that demonstrate how body pain can affect the days of average Americans. Energy BBDO’s Katrina Cabrera tells RBR-TVBR about the buy for the :30 TV spot: “It is airing nationally during a variety of dayparts on major networks and cable, including ABC, CBS, NBC, ESPN, USA, HIST, LIFE, etc.”

The new spot, launched this month by Bayer HealthCare, is part of a robust holiday marketing program involving an online sweepstakes, social media and advertising.  The TV spot dramatizes Kris Kringle’s struggle with back pain on the night before Christmas.  The image of Santa in pain, struggling to make all of his deliveries, is in direct contrast to how the Jolly Old St. Nicholas is usually portrayed.  The ad is draws in viewers who relate to his need for all-day relief for occasional pain during the hectic holiday season.  The ad ends with Kris discovering how just two Aleve can help him get his work done with less pain, inspiring consumers to also discover pain-free holidays this year.  A print version of the ad showcases how just two Aleve have the strength to relieve Santa’s pain all day long to help him deliver presents.

See the spot here:

Consumers can view an online Kris’s Day video and share it with their friends via email or Facebook as well.  For each forward, Bayer will donate $5.00, up to a total of $30,000, to benefit the Arthritis Foundation.  Arthritis sufferers often struggle with body pain due to the physical demands of the holiday season, from cleaning, to cooking to shopping for gifts. 

In addition, consumers can enter the “Countdown to Holiday Cheer” sweepstakes for a chance to win 1 of 60 $250 VISA gift cards.  The print ad showcases how just two Aleve have the strength to relieve Kris Kringle’s pain and keep him delivering presents all day long. It’s placed in Prevention, National Geographic and People magazines.