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Panadol and Grey spot stupid little pains

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