Vicks was on the ropes in Australia, ready to be shipped off to P&G’s local office. The usual Vicks formula wasn’t cutting it. Aussies know what a lozenge does. They don’t need another problem-solution clinical demo showing what you can do with a clear nose and soothed throat. So we showed them what relief really felt like. It hits you like a semi on ice, or a La-Z-Boy chair flying down a luge. It became the most successful Vicks spot in over a decade, and it kept the business in Singapore.

Before that, we ran with Ben & Liam, radio legends. Cue the high notes made with a soothed throat, and the bucket of chicken flying across the desk with a clear nose. It was the Vicks' classic formula, but it was still fun, quirky, pure Aussie energy.

But the difference is clear: old campaign showed you what relief does. The new campaign made you feel it.

‍