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The pain-relief brand Ibuleve is releasing three TV ads as part of a new campaign. Brayleino created the spots, which take a light-hearted look at people in need of Ibuleve. In each of the ads, someone performs an activity, suffers a strain and then backs out of doing it again properly. They end with the strapline: "I do believe he/she needs Ibuleve." The work was written and art directed by Ken Sara, and directed by Ben Bond and James Rawlings at Hoot.