Pain relief advertising is usually the same: overly exaggerated images of people holding the back of their heads, wincing, with a red dot marking the spot where they feel pain.
But the truth is that we also find pain in many little stupid ways: bumping into sharp corners, stepping on stuff, or stubbing our toes.
The campaign crafted by Grey Dubai and Grey Argentina for Panadol aims to transform pain relief advertising by deviating from the conventional portrayal of exaggerated pain experiences.
Instead of showcasing the stereotypical imagery of individuals grimacing with a red dot indicating the pain point, the campaign adopts a more relatable approach.
Mariano Favetto and Joaquín Ares, ECDs at Grey, said: “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.”
With a series of print ads and social videos, this Panadol campaign created by Grey Dubai and Grey Argentina shows domestic settings and the pain experienced in everyday life.
Campaign Credits
Advertiser / client: Haleon
Product: Panadol
Title: Pain is Everywhere
Agency: Grey Argentina, Grey Dubai
Creative direction: Joaquin Ares (ECD), Mariano Favetto (ECD), Pablo Maldonado (ECD), Khaled Ibrahim (CD)
Creation: Santiago Gonzalez (AD), Gabriel Rozanski (CW), Sam Haynes (CW)
Senior Account Manager: Richa Rai
Grey Global Chief Creative Officer: Gabriel Schmitt
Grey Global Creative Partner: Diego Medvedocky
Grey Global Head of Creative Excellence: Maru Sokolowski
Grey Global Sr. Creative Manager: Catrina Ramos
Grey Global Senior Producer: Emiliano Alvarenga
Grey Global Craft Partner: Costanza Rossi
Marketing Manager Panadol: Areei Yacoub
Brand Manager Panadol: Ahmed ElGohary
Photographer: Ale Burset
Executive Producer: Marcela Moracci
Producer: Ariel Ticona
House Producer: Wolf Credo
Post-production: Longest Line
Post-Production: Render Inc.
Post-production Coordination: Gustavo Arnaudin
Editing: Jane Tapang/ MartÌn Rodriguez
Color: Sebastián Cichero
Sound Production: Perro Lobo
Sound Engineer: Juan Ponce
