I’m not really sure this would work in a lot of places!

Jun 5, 2009 by Dirk Singer

Leo Burnett Germany’s Cultural Fuel blog points us to this Champions League TV spot from Israel. Y&R placed a sponsorship with Israeli TV so that their pain med Optalgin got a mention when there was an on-field injury.

Not sure about this, it could be the language thing, but the whole effect to me was kind of comedic – which I am guessing wasn’t really the point!