Mucus Disappearus

More and more people are questioning whether over-the-counter (OTC) cough and cold meds are worth it, often feeling like these products don’t really do much to help. Many choose to power through or try less effective alternatives. Our challenge was not only to increase brand awareness but also to reshape how people perceive OTC medications.

We teamed up with legendary magicians Penn & Teller, to make the "impossible" possible. Like magic, they illustrated how symptoms could vanish effortlessly. During a live act at NYC's Grand Central Terminal, Mucinex went beyond simply claiming effectiveness – we visually demonstrated it. The real wonder wasn't in the illusion, but in how Mucinex DM 12-Hour offers lasting relief, turning skeptics into believers. Abra-Cough-Dabra ✨