VML Dubai & Haleon transform brutal breakup texts into viral songs in a bold Valentine’s Day campaign that blends humor, music, and social trends.

A Pain Relief Medicine That Knows Its Limits—And Plays With Them

For the second year in a row, Panadol is stepping in to help the heartbroken—despite having no real clue how.

Valentine’s Day is supposed to be the most romantic day of the year. But if you’ve just been dumped, it’s more of a cruel joke. Panadol Extra knows how to offer relief from pain—99% of it, at least. But heartbreak? That’s a different story. Still, they’re giving it a shot.

Last year, VML Dubai and Haleon helped people ignore Valentine’s Day altogether with some “advice” on how to focus on other things.

This year, they’re back—this time calling out a modern breakup epidemic: ending relationships over text. Studies show that 88% of men and 18% of women have chosen to break up via message. It’s quick, convenient, and painfully impersonal.

“Breaking up over text is the new normal, and honestly, it’s pretty toxic. Sure, it hurts now, but if someone dumps you like this, they were never the right person anyway.” – Fabio Caveira, ACD at VML Dubai

CAMPAIGN CONTEXT & OBJECTIVES

This campaign builds on Panadol’s broader brand positioning as a pain relief expert—one that isn’t afraid to acknowledge its limits. Unlike other healthcare brands that take a purely functional approach, Panadol aims to emotionally connect with consumers by tapping into the everyday struggles of modern life—including heartbreak.

The strategic goal is to reinforce Panadol Extra’s role in alleviating pain, while also differentiating it within the highly competitive pain relief market. Rather than focusing on traditional product benefits, the brand uses cultural relevance and humor to engage audiences in an authentic way.

“Panadol Extra is part of a very functional market, but still manages to be part of people’s lives in a very organic and human way. That’s a differential for our brand that we believe should be reflected on how we communicate” – Ahmed El Gohary, Regional Brand Manager at Haleon

Last year’s campaign generated significant engagement, proving that audiences appreciated Panadol’s self-awareness and humor. By doubling down on relatable social behaviors and viral content formats, this year’s edition aims to drive even higher interaction rates.

“Last year, we took a bold stance by admitting we can’t fix all kinds of pain, and the response was overwhelming. This year, we’re keeping that energy—tapping into new behaviors and trends.” – Areej Yacoub, Marketing Manager at Haleon

So, what’s Panadol’s ‘cure’ this time?

Turning brutal breakup texts into hilariously bad songs.

The campaign kicked off with teasers on Instagram and YouTube, inviting people to share their worst breakup texts. Three of the most ridiculous messages were transformed into songs—complete with weird, kitsch music videos.

“This campaign proves that good content can resonate no matter the brand or industry. We tapped into the viral trend of turning digital comments into music—to highlight just how bad people are at handling love and communication.” – Marcelo Zylberberg, ACD at VML Dubai

“They say ‘one day you’ll laugh about this’—because laughter is the best medicine. We’re just speeding up the process so people can actually enjoy Valentine’s Day.” – Fernando Miranda, ECD at VML Dubai

Credits:

Agency: VML Dubai

Chief Creative Officer, Dubai: Aricio Fortes 

Executive Creative Director, Dubai: Fernando Miranda

Creative Group Head: Louis Moghabghab

Associate Creative Director: Fabio Caveira

Associate Creative Director: Marcelo Zylberberg

Senior Art Director: Balu Puthalath

Copywriter: Zuhair Rahman
Motion Graphics: Simon Menpin

Account Director: Lara Medanat

Senior Account Manager: Amal Salha

Senior Producer: Karim Al Chamaa

Client: Haleon

Brand: Panadol Extra

Marketing Manager: Areej Yacoub

Regional Brand Manager: Ahmed El Gohary

Production House: WHAT IF Creative Studio

Director: Nas Saad
Executive Producer: Hugo Narciso

Producer: Melissa Urresti