The idea revolves around showing that Bengay is for all of us who are active. 30 and 40 somethings who live active, demanding lives who want to relax and relive the aches and pains of the day. Taking focus away from athletes and the elderly and putting the focus on the young photographer owner who suffers from lower back pain; the small business owner always on her feet who's knees ache. Bengay is relief, relaxation, vacation because "when life gets tough you gotta loosen up"