Description
The new “Drowsy Prompts” campaign from Allegra challenges the internet to ask AI chatbots to perform tasks as if they’ve taken Allegra’s competitors like Benadryl, Zyrtec, or any antihistamine, and the drowsy responses are cracking everyone up. When asked the same prompt after taking Allegra, the answer is as sharp as its efficacy. Go to ChatGPT (or even DeepSeek!) and check for yourself.
Said without having to say it, Allegra reigns supreme. In all, Allegra has discovered that even AI knows that Allegra is the only allergy relief medication on the market that has no drowsiness and 0% brain interference. MRM led the creative and strategic ideation for the idea in collaboration with its sister-IPG agency, Current Global.
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This campaign’s social-first strategy tapped creators from across the culture-sphere to try AI prompts in a variety of real-world scenarios to prove the difference. Then Allegra joins the conversation by “stitching” the videos of creators with their response, countering with their own reveal of how AI would answer their prompts swapping out the use of generic allergy meds/competitor brands with the Allegra brand.
To kickstart the challenge, Allegra activated voices across the culture-sphere including stars like Mary Kate Blake (Morrissey), the Broadway star who plays Elphaba in Wicked; Carolyn Wiger, the eccentric reality TV star who was runner-up on Survivor and is on the current season of Peacock’s Traitors including household creator names including: Jools Lebron (viral “demure” trend starter), Megan Boni (looking for a man in finance song creator), Griffin Johnson (OG TikToker).
This professional campaign titled 'Drowsy Prompts' was published in United States in February, 2025. It was created for the brand: Allegra, by ad agencies: Current Global and MRM. This 360°, Digital, and Integrated media campaign is related to the Other industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Opella Team
Sylvain Bonnet
Global Brand GM for Allegra
Francisco Umaña
Global Brand Strategy Lead for Allegra
Samuel Morisse
Zone Brand Head, Allegra US
Sharon Araya
Senior Brand Manager, Allegra US
Sabena Khan
Senior Manager, Experience Planning NA
MCCANN WORLDGROUP
Nicolás Guzman
EVP, Global Business Leader
Alvaro Cuneo
Global Business Director
Javier Campopiano
Global Chief Creative Officer
Adrian Botan
Global Creative Partner
Carmen Bistrian
Global Lead, Director of Product Excellence
Ronald Ng
EVP Global Chief Creative Officer MRM
Diana Caverly
Global Chief Strategy Officer, MRM
Clement Fiorda
VP, Global Strategy Leader
MRM/Madrid - Global Team
Felix Del Valle
Chief Creative Officer
Laura Gomez Sirera
Business Leader
Adrian Fohr
Senior Global Planner
MRM/NY
Marian Alfonso
Chief Creative Officer
Sascha Piltz
SVP Executive Creative Director
Marina Beldi
SVP Group Creative Director
Filipe Medici
Associate Creative Director, CW
Vic Parizzotto
Associate Creative Director, AD
Ryan Murray
Associate Art Director
Cara Weigand
SVP Business Leader
Nicole Li
VP Account Director
Ledia Gjoka
Associate Director Project Manager
Current Global / Weber Team
Mary Insinga
Head of Integrated Media
Samantha Caffrey
Account Director, Integrated Media Strategy
Rachel Coldron
Manager, Influence
Kelsey McCullough
Associate, Influence
Chelsea Michael
SVP, Media
HAVAS Team
Cristina Mikell
VP Client Experience
Bianca Santana
Media Planning Associate Director
Rhiana Drexler
Media Planning Supervisor
Ima Ikpot
Media Planner
Aynur Rauf
Media Associate
Mara Pluim
VP Comms Strategy
Jordan Brensilber
VP Digital Investment
Jessica Luo
Digital Investment Senior Buyer
Lily Mahoney
Digital Investment Buyer
Taylor Brew
Social Associate Director
Michael Masone
Talon OOH Director
Mary Margaret
Talon Senior Buyer
