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