Panadol's latest campaign acknowledges the 'little accidents' that so commonly occur.
Pain relief advertising is always the same: overly exaggerated and almost unreal, with people holding the back of their heads, wincing, with a red dot marking the spot where they feel pain. But the truth is that pain can occur in many stupid little ways - whether it's bumping into sharp corners, stepping on things, or god forbid, being a victim of a stubbed toe.
Panadol, being a pain relief brand in the Middle East, knows communication in this crowded category tends to be generic. Having previously focused on what the moment of release from pain feels like for different people, Panadol paints a different picture this time.
Mariano Favetto and Joaquín Ares, ECDs at Grey, shared, “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 several seemingly harmless domestic settings, only to make viewers realize these rather 'normal' images are capturing the place and the time that pain has occurred. Panadol conveniently calling out the almost-hidden source of suffering is all too familiar for many.
Photo Source: Panadol
