Rock bands are known for the weird and occasionally wonderful things in their tour riders. The Martin Agency has turned that into an absolutely hilarious campaign for topical pain reliever, Aspercreme…

… and injected new life to an often stale OTC pharmaceutical category, drawing attention to the brand. Despite – or perhaps through – its humour, the campaign also treats the over-55s as simply people who happen to be older.

The campaign, The Relief Rider, The Martin Agency’s first for the brand, coincides with the film release of Spinal Tap II: The End on September 12.

As estranged Spinal Tap bandmates, David St. Hubbins, Nigel Tufnel, and Derek Smalls, are interviewed about their absurd riders for the tour of their lifetime, Aspercreme comes to the fore. The Brand shines as what helps the legendary rockers keep going despite the aches and pains that come with age.

The Relief Ride, aligns with Aspercreme’s mission to help the 55+ community defy ageist stereotypes and live their best lives. With half of all people exhibiting bias against older individuals, the brand is challenging cultural assumptions by celebrating active, vibrant bandmates who refuse to let pain hold them back.

The films were produced by Bleecker Street.