Saw this little gem late night. Certainly a ballsy move on Buckley's part, but smart as hell when you stop and think about it. When you're an OTC cough medicine how do you differentiate yourself; it's a commodity as far as most of us are concerned. This 10 second spot worked for me on a couple levels. First off the initial shock made me gag and laugh, making it hard to forget. Secondly, that they openly admit their product tastes awful establishes their honesty - making the claim that "It Works" seem that much more plausible. Variations on this ad include "Public Restroom Puddle", "Trash Bag Leakage", "Used Mouthwash", and "Spring Break Hot Tub Water."
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