Bon Jovi /Take action Take ADVIL

Jon Bon Jovi is the latest celebrity pitchman for Pfizer Consumer Healthcare's Advil.

The ‘80s hard rocker, now entering his fifties, cut a 30-second testimonial for Pfizer's OTC painkiller, quipping “pain does not have much of a place in my life. I checked the schedule and it's not on it.” Bon Jovi, it seems, became an Advil loyalist after he injured his calf muscle onstage in New Jersey last year. Additional digital content from the taping is up on TakeAdvil.com, which also features testimonials from Regis and Joy Philbin, along with a host of non-famous people, as well as content touting the Jon Bon Jovi Soul Foundation.

The campaign, which launched last year with TV, print and web ads, takes direct aim at J&J's rival Tylenol, with spots opening with a narrator saying: “Every day, thousands of people are switching from Tylenol to Advil.”

“Our Advil Stories campaign emphasizes that everyone experiences physicial pain for some reason in their lives, no matter who they are,” said Srini Sripada, senior director, pain management for Pfizer Consumer Healthcare, in a statement. “We know that Advil consumers are our greatest ambassadors and that pain is something we all share.”

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