Panadol And Grey Spot Stupid Little Pains
A series of domestic traps shot by Ale Burset reminds us that, unfortunately, pain is everywhere.
Dubai – April 5th Pain relief advertising is always the same: overly exaggerated and almost unreal: 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.
Panadol is the leading pain relief brand in the Middle East, and they know 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, they understood that calling out the moment of pain could mobilize us, too.
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 seemingly harmless domestic settings, but then you realize this idyllic image is capturing the place and the time that pain has occurred, with Panadol conveniently calling out that almost hidden source of suffering we are all too familiar with.
The social vídeos and prints for coverage across the UAE.
Three films (30s) to download (mp4) :
https://app.frame.io/r/edbc0e96-a0be-4933-8dd2-8c22cf29178e
Prints: https://we.tl/t-Uob6ezxV3t
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