For Pfizer we executed branded and unbranded advertising for Celebrex and Bextra, which are Cox inhibitors. Part of the strategy included a campaign that raised awareness of the dangers of over-the-counter NSAID pain relievers such as aspirin and ibuprofen (Advil). The purpose was to equate the risk of Celebrex and Bextra with the risks that come with popular non-prescription meds. It also promoted proper use of all medications.