This was a spec ad concept for Excedrin. I generated the concept and wrote the script. Sean Lorton directed and produced the spot. The idea was to encourage headache and migraine sufferers to reach for Excedrin instead of enduring a bad headache. If picked up by the national brand, other concepts in this campaign would include a nagging boss and an annoying driver from rush hour traffic who stay with their respective headache sufferer. The use of humor and a curious setup increase the likelihood that online viewers would continue watching instead of skipping the ads.