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The last few weeks have been red hot around all things AI: Deep Seek has of course entered the stage and even some big consumer brands are stepping out with some personality, irony, and cultural impact.

Creative relationship marketing agency, MRM and Current Global have collaborated on a bold creative campaign that leverages AI and a TikTok-first strategy, igniting a flurry of voices from micro creators to some of the industry’s most iconic creators.

The new 'Drowsy Prompts' campaign from Allegra challenges the internet to ask AI chatbots to perform tasks as if they’ve taken Allegra’s competitors like Benadryl, Zyrtec, or any antihistamine, and the drowsy responses are cracking everyone up. When asked the same prompt after taking Allegra, the answer is as sharp as its efficacy. Go to ChatGPT (or even DeepSeek!) and check for yourself.

Said without having to say it, Allegra reigns supreme. In all, Allegra has discovered that even AI knows that Allegra is the only allergy relief medication on the market that has no drowsiness and 0% brain interference. MRM led the creative and strategic ideation for the idea in collaboration with its sister-IPG agency, Current Global.  

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This campaign’s social-first strategy tapped creators from across the culture-sphere to try AI prompts in a variety of real-world scenarios to prove the difference. Then Allegra joins the conversation by 'stitching' the videos of creators with their response, countering with their own reveal of how AI would answer their prompts swapping out the use of generic allergy meds/competitor brands with the Allegra brand.

To kickstart the challenge, Allegra activated voices across the culture-sphere including stars like (Morrissey), the Broadway star who plays Elphaba in Wicked; , the eccentric reality TV star who was runner-up on Survivor and is on the current season of Peacock’s Traitors including household creator names including:  ,  (looking for a man in finance song creator),  (OG TikToker).

“We're proud of Drowsy Prompts - because it allowed us to co-create a campaign together with our audience powered by simple AI technology. This required no manipulation of the technology; AI already knows which allergy medications cause drowsiness. The diverse voices behind this challenge have propelled Allegra into untapped centres of culture and helped us earn relevance in new communities. This is only the beginning of Allegra playing in new terrain, grounded in culture and creativity.” said Samuel Morisse, zone brand head, Allegra US.

"This campaign harnesses a tapestry of voices and the best that social media has to offer – dynamic personalities who stoke fandom and know how best to excite their followers. The simplicity of this idea allowed us to truly let the creators create and engage playfully with the Allegra brand personality.” said Mary Insinga, head of integrated media at Current Global.

“At MRM, we don’t just use AI - we push for what’s never been done before and harness the power of Creativity in everything we do.  Allegra isn’t just different - it’s superior to the competition. And the proof? It’s as simple as one action: ‘Just Ask AI.’” said Ronald Ng, global chief creative officer, MRM.