Nurofen targets ‘burning pain’ of osteoarthritis in latest campaign for painkillers

July 2, 2018 4:46

The burning pain of osteoarthritis is the subject of Reckitt Benckiser’s latest campaign for its painkiller brand Nurofen.

https://www.youtube.com/watch?v=vwxlJcCXXQk

Created by content agency Now Screen, the 30-second ad features an animation of a fiery match merging into a painfully-inflamed kneecap.

The ad was based on the insight that a knee bone is shaped similarly to a match, and the burning sensation felt by arthritis sufferers, Now Screen said in a press statement.

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Eleanor Dickinson

Eleanor Dickinson a journalist at Mumbrella in Sydney. She is the former editor of Mumbrella Asia and has previously worked for Campaign Middle East in Dubai.

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