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Panadol: Concrete
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 we also find pain in many little stupid ways: bumping into sharp corners, stepping on stuff, or stubbing our toes. Panadol is the leading pain relief brand in the Middle East, and they know communication in this crowded category was tending to the generic. 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 us too.
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