Who: GSK Consumer Healthcare (Advil) with Edelman Canada and Publicis for media.

What: “#AfterMyShot Sessions,” a new content marketing program featuring Canadian performers from the worlds of music, comedy and drag. It addresses one of the pandemic’s pain points: The inability to see live performance (as well as the inability of artists to perform, robbing them of their livelihood). The content suggests the promise of a return to normal as the vaccine rollout continues, with Advil playing a role in post-vaccination pain relief.

When & Where: The digital-first campaign debuted today, housed on a dedicated content hub at AfterMyShot.ca (which is a re-skinning of the brand’s YouTube channel). It is being complemented by digital out-of-home driving to the content hub.

Why: Advil is a leading pain relief brand with high consumer awareness. But this campaign is about creating an emotional connection that ideally moves it beyond the functional benefit of pain relief, said Jeff Leeming, senior brand manager, Advil, GSK Consumer Healthcare. It’s part of the continued evolution of the brand’s marketing, he said. “It’s where we absolutely need to be as a modern brand.”

How: The campaign is built around a series of videos featuring five Canadian performers: Bands/artists The Strumbellas, Donovan Woods and TÖME; drag queen Miss Moço and Quebec comedian Richardson Zephir. “It was important for us to have a mix of different types of performers,” said Leeming.

The videos show interviews with the performers talking about how the pandemic affected them, and how they’re planning to return to the stage after receiving their Covid vaccination. The approach ties in with Advil’s positioning as a brand that helps people reclaim life’s possibilities.

“Personally, I really missed live concerts throughout COVID-19, and this campaign celebrates getting back to that,” said Leeming. “That’s what Advil is all about—helping Canadians keep going, moving, doing, especially as we emerge from the pandemic with new possibilities ahead.”

And we quote: “After such an uncertain year with limited opportunities to host live concerts or events, we’re thrilled to partner with these performers to help Canadians get the most out of life after getting their shot. The #AfterMyShot campaign is all about ‘the light at the end of the tunnel.’ —Jeff Leeming, senior brand manager, Advil, GSK Consumer Healthcare