J&J and Tylenol Have a New Take on Norman Rockwell's America
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What would a Norman Rockwell family look like today? Johnson & Johnson’s Tylenol has an answer in its new ad campaign, which is obviously far more diverse than the white, middle-class gathering featured in the iconic “Freedom from Want” painting of 1943.
Tylenol’s take shows a Japanese family, an African-American family headed by a grandmother with a pierced eyebrow, and a blended family that includes a lesbian couple. The work from WPP’s J. Walter Thompson includes a voiceover from the painter’s granddaughter, Abigail Rockwell.
Following a soft launch of the initial video for Thanksgiving and release of a second video on the Yee Hoshida family on Tuesday, Tylenol will launch videos on other families over the course of the holiday season backed by broader online media and PR support, the latter from Edelman’s Zeno unit, which worked with JWT on developing the insights.
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