CafiAspirina: sequel trouble in print ads

Came across these 3 print ads in the Lurzer’s Archive (Issue 1, 2013) for Bayer’s Aspirin. A 2010 campaign for the same brands won several awards, including the Cannes.

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Agency: AlmapBBDO, Sao Paulo

Here’s the 2010 campaign. A case of a good idea getting better or the sequel not matching up to the original?

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