LONDON - The Israeli agency Shalmor Avnon Amichay/Y&R superimposed ads for Optalgin painkillers over the action during last night's live Uefa Champions League final on Israeli TV.
Each time a player from Barcelona or Manchester United hit the ground after a foul, a slide appeared at the bottom of the TV screen stating: "Optalgin. Strong for strong pain."
The agency worked together with Channel 2 to manually synchronise the real-time action with the sponsorship ads in order to capture the most effective shots of fallen players.
Barcelona beat Manchester United 2-0, with goals by Samuel Eto'o and Lionel Messi.
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