There’s no sense in even consulting Google to make the following declarative statement: I am not alone in my love of the quiz show. After all, more than 6,000 episodes have aired.
Knowing that Jeopardy! has a legion of loyal followers who probably tend to gravitate toward the adult age bracket, the makers of Aleve—a drug designed to alleviate fevers and pain—decided to advertise on the show. That recurring advertisement, which always appears between Double Jeopardy! and Final Jeopardy! (the show’s second and third rounds), is nothing short of a stroke of genius for a number of reasons.
For starters, we live in a world where countless TV watchers digitally record their favorite programs so that when they watch them they can fast-forward through the commercials. Aleve knows this all too well, and perhaps with that notion in mind, decided to craft its advertisement in a way that would “beat” the DVR. It should be noted that more than half of American households use a DVR.
The company’s final commercial looks exactly like Final Jeopardy! The all-too-familiar white lettering over a blue background spells out the clue: “This brand offers 12 hours of relief for pain, sinus pressure and nasal congestion with just 1 pill,” which is read by show announcer Johnny Gilbert. The proper question to be asked is: “What is Aleve?” Because the commercial looks exactly like the show and comes on immediately before the final round, it’s not hard to imagine how many DVR watchers hit play a little too soon and watch the commercial regularly. I know I do.
Being so familiar with the commercial, I find myself asking “What is Aleve?” before Johnny Gilbert finishes reading the clue. Here I am, a 29-year-old guy, watching Jeopardy! and talking about Aleve. I think it’s safe to say for something as innocuous as a pain reliever, the commercials have been as successful as Aleve could have hoped.
Because of its consistent appearance day after day in the same slot, Aleve is beginning to convince me of its superiority when it comes to pain relief. Why wouldn’t I buy a bottle next time I’m wandering through the aisles of CVS asking myself what pill should I get to alleviate my pain?
I already know the answer.