Alka-Seltzer is a classic brand that had been failing to connect with its younger target audience. Our brief was to give the brand more relevance among a new generation of over indulgers – 25-35 year old men.

Not only do these guys enjoy going out to eat and drink with friends, they also spend far more time online than watching TV.To reach them, we created an online video series in which Rhett & Link, a popular Internet comedy duo, set out on a classic American road trip.

Their mission? To uncover some of the quirkiest restaurants, bars and festivals across the USA in their quest for food, drink and good times.The webisodes range from awkward interviews to bizarre music videos. In “The Buffet Song”, Rhett and Link head to Las Vegas to gather a few insights into that all-American institution, the all-you-can eat buffet.

The videos launched on YouTube.