here is a surfeit of drug advertising on television these days. And there�s a numbing familiarity to all those spots: There is a simple problem and there is always a simple solution. Sometimes there is a bit of song and dance - as is the staple fare in most FMCG advertising. Overall, there is a lot of �relief� at the end of the process, with all the serious and wise-looking adults pleased to have access to those red, blue and yellow pills, the pink or white syrups, or for that matter, those grainy white powders.

In such a scenario, the only way to be different is ... well ... by being different. At least that�s what Alembic�s Glycodin cough syrup is working at. It is banking on humour to stand apart in a category dominated by images of puffy faces and congested chests. Taking off from where the Glycodin �Echo� commercial left off in 2003, the new commercial (conceptualised by O&M;) for the 72-year-old brand revolves around the travails of this character unwittingly named Uhu�Uhu by the family priest. ... more