Nurofen’s VFX-Laden Campaign by McCann London Brings Swear Words to Life

It is scientifically proven that swearing can help to alleviate pain, a little-known fact that is brought to life in the launch commercial from McCann London for Nurofen.

From strenuous exercise sessions to tweaking a muscle, this new ad “@**!!” (Swearing) dramatises everyday pain moments that are enough to make people swear, overlaying the action with colourful graphics and bold animated visuals. However, when longer-lasting pain relief is needed, Nurofen has it covered.

Running for three months this TVC, digital and radio activity, will drive awareness of an all-new product - Nurofen Joint and Muscular Pain Relief Medicated Plaster - the only patch on the market that disburses pain relief medication over a 24-hour period.

This new campaign, which is part of Nurofen’s new global brand platform aims to support Nurofen’s innovative brand position and strategy as an authority on human and medical science and the understanding of pain management. Additional products will be launched in the coming months underpinned by similarly interesting facts on how to help alleviate pain.

Alexei Berwitz and Rob Webster, Creative Directors, McCann London, said: “The pharma category is rife with formula and cliché, so it’s refreshing to be allowed to create something different, showcasing the scientific knowhow behind the Nurofen brand.”

Alex Lubar, CEO at McCann London, said: “We’ve worked really closely with Reckitt Benckiser to help position Nurofen as the leading brand in understanding pain management. Unlike so many of the more traditional pain killer ads out there, Nurofen are taking their message in a whole new, interesting and bold direction, which is in line with their new global brand platform. We’re excited about the work that’s set to flow from their new strategy.”