Can you swallow for me?

Everything revolves around a clear and simple insight: when you have a sore throat, swallowing is one of the worst moments.
Of course, swallowing is not something you can delegate to other people, and this fact becomes the creative key to a campaign concept in which the protagonist asks someone else to swallow for him.
A press campaign, BTL communication, a radio campaign, and a 30″ TV film were created for the Italian market.