Are the networks a new source of ideas?
Apparently the folks at CBS had a flash of inspiration. They recently had an idea about using the year-end balance in flexible-spending accounts for over-the-counter medications. Since the money needs falls under the 'use it or lose it' scenario, there is a natural market very willing to spend. They organized a multi-company spot showcasing 19 different OTC products in a medicine cabinet.
Everybody wins with this one.