Following the largest over-the-counter (OTC) product launch in history, we were tasked with identifying opportunities to quickly establish market share, build brand loyalty, and increase the number of members in Prilosec OTC's Say Yes! email database. Using the viral nature of the Internet and natural human connection to humour, the idea of Casting Call was born. This humorous, behind-the-scenes look at the staged taping of a TV commercial clearly communicated the pain and suffering caused by heartburn. It also showed the life-changing transformation that takes place when Prilosec OTC is used to treat frequent heartburn.To see the video: click on the portfolio case to explore, then click on Watch Casting Call.