Ad agency Lowe Ativism — when considering their target audience and a saturated pharmaceutical advertising market — felt the need to dumb down their ads for the hangover stopper, Guronsan. Enter The Hangover Monster — a big, green, googly-eyed menace.

Since being unleashed in its native Portugal, The Monster has become a folk hero to party goers — preying on heavy drinkers, luring them in with his fluffy pelt, and then attacking when they are most vulnerable — the morning after.

[via Ads of The World]