Ad agency Ogilvy and Mather created this campaign to promote Iodex backache balm. Dwarfs wearing t-shirts with a Iodex bottle image and the line “Need help to get to the lower shelf?” assisted shoppers who had problems bending over to grab merchandise.

Ogilvy and Mather’s press release:

To create awareness that Iodex is a backache specialist balm in a memorable way, we launched a supermarket on-ground promotion/activation with the help of Little People (dwarfs), who wore T-shirts and distributed leaflets informing customers to ask for help if they found it difficult to bend down and reach for items on the lower shelves. Shoppers suffering from backache welcomed the assistance offered by the Iodex team.

Via copyranter