Optalgin
On May 27th, 2009, Israeli Channel 2 broadcasted the UEFA Champions league final. On this special occasion, Y&R Tel Aviv introduced a special series of superimposed ads for Optalgin painkillers. Each time a player from Barcelona or Manchester United hit the ground after a foul, the Optalgin Ad appeared at the bottom of the screen stating: Optalgin. Strong for strong pain.
The match achieved a staggering 31.2% nationwide rating. The ads appeared 3 times during the match and were covered widely by national and international media.