The Motrin product marketing team sat; focused and determined, around the boardroom and pondered new positions that would put them top-of-mind for every(wo)man’s pain relief.  They wanted to let consumers know that their product is the most convenient way to consistently relieve any kind of physical pain for long periods of time.

The question was: “How could this young swat team of Hugo Boss wearing, martini drinking, Wii-playing, Mazerati driving, coed-chasing, millionaire playboys and playgirls get themselves into a state-of-mind that would allow them to truly feel the pain of the consumer?” More Martinis? No. They’ve already discovered Intoxidote. More Late Night Partying? No. They’d been getting by with 4-6 hours of sleep since university.

How would they get into character so that they truly understood the problem? And then it came to them. In order to have their own headaches, they needed to take their cushy, Madison Avenue lifestyles and flip-turn them into massive migraines. Since Pete had been working a lot with Flash of late and since they had been looking for a way to test that social media thing out, they came up with this (below) in an effort to get them into trouble with the top brass and threaten their very way of life:

With Twitter moms enraged and every Google search coming up with scorching disapproval (even it is largely from one small segment of the net), the Chiefs are sure to have their thinkers working round-the-clock thinking of a new spin. Genius! The young guns had done it again. Motrin anyone?