I think it’s safe to say Bayer’s advertisng for Aleve has progressed to informative to just plain sneaky. They initially started advertising the fact there is not acetaminophen (the active ingredient in Tylenol) in Aleve when health warnings were being issued about people getting too much acetaminophen from taking multiple products that had the ingredient in it. (cold medicines, etc.)

 Now Aleve has moved on, advertising how people need to take "4 times fewer pills" overall with Aleve. Thats fair, but they also add a disclaimer to their TV commercials: "Acetaminophen Free". Bottom of the screen, not spoken just in the not-so-fine print.

 Two little words, but the implication is clear: Acetaminophen (e.g. Tylenol) is dangerous / bad, and we don’t have any! Probably the most effective element of the ads. I don’t think it’s playing fair, and in this category that’s taking a risk, but I’m sure it’s effective.