Pain relief advertising is always the same, overly exaggerated, and almost unreal – people holding their back or their head, wincing, with a red dot marking the spot where they feel pain. But the truth is that people also find pain in many little stupid ways – bumping into sharp corners, stepping on stuff, or stubbing our toes.
Panadol and Grey broke through the category norms to make their pain campaign relatable. Having previously focused on what the moment of release from pain feels like for different people, they understood that calling out the moment of pain could mobilise people too.
(Pay attention to the glorious humour of the voiceover.)
Mariano Favetto and Joaquín Ares, ECDs at Grey, explained, “We wanted to transmit the reality of pain, not the artificial advertising caricature. To do this we found those moments we have all been through, and where we have probably let out a rather inappropriate curse word.”
The new series of print ads and social videos created by Grey Argentina and Grey Dubai for Panadol shows seemingly harmless domestic settings. A second look reveals that the idyllic images are capturing the place and time where pain has occurred.
Credits
Client: Haleon (Panadol)
Marketing Manager : Areei Yacoub
Brand Manager : Ahmed ElGohary
Agencies: Grey Argentina & Grey Dubai
Executive Creative Directors: Joaquin Ares, Mariano Favetto & Pablo Maldonado
Creative Director: Khaled Ibrahim
Art Director: Santiago Gonzalez
Copywriters: Gabriel Rozanski & Sam Haynes
Senior Account Manager: Richa Rai
Grey Global:
Chief Creative Officer: Gabriel Schmitt
Creative Partner: Diego Medvedocky
Head of Creative Excellence: Maru Sokolowski
Senior Creative Manager: Catrina Ramos
Senior Producer: Emiliano Alvarenga
Craft Partner: Costanza Rossi
Photographer: Ale Burset
Executive Producer: Marcela Moracci
Producer: Ariel Ticona
House Producer: Wolf Credo
Post-production: Longest Line & Render Inc.
Post-production Coordinator: Gustavo Arnaudin
Editing: Jane Tapang & MartÌn Rodriguez
Colour: Sebastián Cichero
Sound Production: Perro Lobo
Sound Engineer: Juan Ponce
