The new initiative, breaking nationally this week, is to launch Beechams Max Strength Sore Throat Relief Lozenges to a 16-plus audience seeking fast remedies.
Grey London has produced a trio of ten-second television executions on behalf of GlaxoSmithKline Consumer Healthcare, which revolve around extreme situations in which people can't afford to have sore throats.
In one, a lumberjack tries to warn of a falling tree, in another a parachutist stuck in a tree is unable to summon help and a third features a waiter being dragged away by a monster.
All are designed to associate the product, with its combination of anaesthetic and antibacterial ingredients, with the needs of the younger consumer.
The films were produced by the creative team of Colin Booth and Ben Stiltz and directed by Happy through the production company Arden Sutherland-Dodd.
MediaCom is handling media buying for the campaign, which will run until the middle of February.