There are three other ads in the series: A blender with a cough, a raw chicken with a bandaid on it and an action figure holding a bottle of prescription medicine.  The visuals are pretty good (none of the others are as good as the peach - the peach is genius) and the copy is OK.  The line above works on TV - for the print ads I'd prefer it shortened to "Buying a thermometer...".

What's really powerful is the strategy behind the campaign.  Rexall realise that their biggest competition isn't coming from Shopper's Drug Mart - it's coming from outside their category. From uber-Loblaws and Wal-Mart and other places with in-house pharmacies.

Rexall have admitted to themselves that there's really only one reason most of us pick one pharmacy over another:  convenience.  We go to the one closest to home, or the office, or the one that's easy to stop into between home and the office.  So we're not going to go out of our way to go to Shoppers if there's an IDA at the end of our street.  And vice-versa.  We might travel to visit a pharmacist that we trust - but we met that pharmacist in the first place because at one time he was the most convenient.

But the grocery store, or Walmart - now that's different.  We have to go there anyway.  We need groceries.  We need whatever it is you people buy at Wal-mart.  And while we're there, it's super easy to drop off the prescription, grab the cough syrup and razor blades, do our shopping, then pick up the prescription on the way out. 

The only way to combat it is with the trust issue.  Rexall aren't hammering it home this time around, they're just alluding to it.  But we get the message: We're buying health-care products from generalists who (it is implied) don't know anything about what they're selling.  Isn't that a bit irresponsible of us? 

While the peach has the best visual impact, the action figure with the prescription meds has the most powerful message.  The implication is that the Wal-mart pharmacist is somehow less qualified than the drugstore pharmacist.  And you're taking pills that he gave you.  Are you crazy?  What if it's rat poison?

All in all, this is a strong campaign.  It has a bit of a homemade feel to it - there's a slight lack of polish to the copy and the visuals.  But the message is direct, and it's a good message.  Plus the peach might be funny enough to make it memorable.  It certainly stands out from typical drugstore campaigns.