Even though Tylenol dominates the headache medication market in South Korea, and has been a proven method of pain relief for decades, many Korean consumers still choose to not take anything at all to relieve their headaches.

Instead, many Koreans simply trudge on through the pain, some believing it’s actually safer to put up with a headache rather than take medicine for it.

And then there are those that live under the maxim that “Real men don’t take headache medication.” This, of course, often leads to more pain and more trouble for headache sufferers trying to get through their day.

Rather than making use of computer animation, we filmed the entire spot with a real chicken, adding an unpredictable and lifelike feel to the end result.

The TVC likens a headache to a chicken on your head. When you wake up in the morning with a headache and avoid taking Tylenol to relieve the pain, things will only get worse as your day goes on. By humorously highlighting the obvious negative consequences of a day in the life of a typical white-collar person with a chicken on his head, we communicate a simple message: 'Don't let your headache get worse and ruin your day. Take Tylenol'.

Because this creative story involved using chick/chicken as an analogy of growing headache, we used 30 real chickens and 15 chicks to make the film more engaging and believable. Additionally, we hired a professional who had expertise in controlling the chickens and 5 assistant staffs who helped manage them on set. 90% of the chicken being shown on the final video product is real chicken being filmed, and the remaining 10% chicken that was integrated using 2D animation. The film was shot all in a day.