With age, people’s bodies are not the well-oiled machines that they used to be, but the Aleve campaign hopes to help change that. It promotes a solution “for really stiff joints,” as the tag line states simply.
The Aleve campaign was conceived and executed by BBDO, an ad agency based in Toronto, Canada. Art directed by Jaimes Zentil with creative direction by Carlos Moreno and Peter Ignazi, the Aleve campaign is comprised of three images that depict stiff joints as boxy hinges that are useless during such activities as jogging as well as playing tennis and golf. It also revolves around older individuals who happen to be the company’s obvious target market.
The Aleve campaign was photographed by Philip Rostron against a white backdrop and imaginatively post produced by Instil Productions.