Hip-hop artist Eminem has positioned himself as the antidepressant of 2017 with a series of ads likening his new album Revival to medication in a campaign taking a swipe at big pharma.
Billboards, OOH buys and digital activity have been subtly driving awareness of the album over the last month, much like Netflix did with billboards for Hawkins Power and Light, a company in the Stranger Things universe.
Revival has been touted as a cure to the illness Atrox Rithimus, which is Latin for ‘bitter rhyme’ - the entire campaign has been rolled out in the style of big pharma's creative.
The work from Deutsch and Interscope Records also directs users to a website urging users to 'Seize the Moment'. It served as a way of teasing the new album. The guerilla activity caused a stir on Reddit and actually revealed the title of the new work.
The site asserts: "Revival is a non-injectable medication given through the ear canal, and is not intended for anal use."
The album dropped on 14 December.