As the cold and ‘flu season rolls in, Fisherman’s Friend is urging drips and drama queens to stop wallowing and to ‘Suck It Up’

The no nonsense campaign from Toronto agency Giants and Gentlemen is a trip through the ages that shows historical hard men battle their way past foes and ne-er-do-wells… without letting a case of the sniffles hold them back.

Revolver Films director James Brown shot the ad, which is part of a new long-term platform for the brand, developed by Giants & Gentlemen. This new positioning is designed to call upon the brand’s legacy, to forge emotional connection, that also goes with rational concerns like taste and effectiveness.