Painkiller ads superimposed on live Israeli Champions League action

LONDON - The Israeli agency Shalmor Avnon Amichay/Y&R superimposed ads for Optalgin painkillers over the action during last night's live Uefa Champions League final on Israeli TV.

Each time a player from Barcelona or Manchester United hit the ground after a foul, a slide appeared at the bottom of the TV screen stating: "Optalgin. Strong for strong pain."

The agency worked together with Channel 2 to manually synchronise the real-time action with the sponsorship ads in order to capture the most effective shots of fallen players.

Barcelona beat Manchester United 2-0, with goals by Samuel Eto'o and Lionel Messi.