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FLUID SCORES ALKA-SELTZER'S LATEST

December 13, 2005
FLUID SCORES ALKA-SELTZER'S LATEST

CLICK HERE to view the spot.

Conceived by BBDO New York/Energy BBDO, the remake features Peter Boyle of CBS’s Everybody Loves Raymond, sitting upright on the edge of his bed, reeling from indigestion. His television wife, Doris Roberts, encourages him to take an Alka-Seltzer for his discomfort. Having taken his Alka-Seltzer, he dives into a piece of cake, and she threatens “drop one crumb and you’re dead.”

Fluid’s Andrew Sherman composed an underscore with a classic, non-campy feel to support the mood, the joke and the lightly-comedic ambience of the spot. The slightly seasick violin emphasizes the sorrow he’s feeling from over indulging. The score transitions to a more positive fee after the Alka-Seltzer does its job.

MJZ produced the spot, which was offlined by Tom Scherma and assistant Aaron Langley at Cosmo Street Editorial in New York.

Nice Shoes’s Russ Bigsby onlined the spot and Chris Ryan served as colorist. The commercial was mixed by Tom Jucarone of Sound Lounge in NYC.