• by Fern Siegel , January 9, 2025

Tylenol believes football mascots deserve attention – especially when their athleticism results in physical pain.

As part of its care-without-limits credo, the brand is cheering on mascots and offering relief.

The new 15-second spot "Game Face," created by Doner, airs on Fox, CBS and NBC during playoff games, including the Super Bowl pre-show on Feb.9. Plus, it streams on Hulu, Max, Peacock and Paramount+ through Feb. 15.

Tylenol has also aligned with Jerome Bartlett, a professional mascot trainer, and various content creators, to illustrate the intense training they undergo.

“There are lots of different pains mascots may feel throughout a season. The costumes are designed for looks rather than comfort, which often means headpieces don’t fit well and leave sores or headaches. Then there are the tight calves and glutes from running stairs and fields. Not to mention the stamina required to last all day,” Bartlett told Agency Daily. “While being a mascot can be painful at times – just like any athlete – we love our sport and are committed to doing what it takes to be one!”

The brand is also donating $50,000 to college mascot programs with limited resources. There is a pointed social element too: mascots are encouraged to share stories on their school's Instagram account for a chance to win $10,000 for their institution to fund the mascot program. They win a collection of Tylenol products.

“Delivering on the promise to care without limits, Tylenol will be team mascots’ biggest cheerleader this season and offer support – beyond pain relief – to literally put their game face on. The brand is looking to spotlight these often-overlooked athletes to as many people as possible. Major sports moments like the playoffs are a unifying moment for diehard fans and beyond,” Jen Glow, senior commercial director of pain care, Kenvue, told AD.

Doner's client work includes UPS, Core Power, Chrysler and the Detroit Zoo.