PAIN by Ogilvy & Mather Bogota for Panadol

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PAIN

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Industry Health & Pharmaceutical Products
Media Radio
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Liliana Perez, Diego Ortiz
Producer Manuel Sanabria
Account Supervisor Angela Cifuentes
Production Audio 85
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: GLAXOSMITHKLINE
Product/Service: PANADOL ADVANCED
Agency: OGILVY & MATHER COLOMBIA
Creative Director: Diego Ortiz/Liliana Perez
Scriptwriter: Leonardo Moreno/Jenniffer Rodriguez
Agency Producer: Oskar Garcia
Account Manager: Angela Cifuentes
Account Supervisor: Angela Cifuentes
Production Company: AUDIO 85, Bogotá, COLOMBIA
Director: Manuel Sanabria
Producer: Manuel Sanabria
Sound Studio: Audio 85
Music Artist/Title: Something For The Pain: Bon Jovi/How Can I Ease The Pain: Lisa Fischer
Other Credits: Give Me Something To Kill The Pain Pentagram
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO: And now we are going to hear La Factoría with their song 'It Hurts'. SFX: Music FVO: (Singing) I know that you already left my side I wanted to tear you out of my skin But I realized that I still love you Last night I missed you more than ever And I cry and I cry, and I suffered and I suffered Thinking of you And I cry and I cry, and I suffered and I suffered Because I remembered you Oh how it hurts Oh how it hurts ANN: Panadol Advanced FVO: Oh how it hurts my heart Because I still love you Looking through my photos I saw picture A letter that you wrote for me I could not contain my tears Lying in bed I thought of you And I cry and I cry, and I suffered and I suffered Thinking of you And I cry and I cry, and I suffered and I suffered Because I remembered you Oh how it hurts Oh how it hurts ANN: Panadol Advanced FVO: Oh how it hurts my heart Because I still love you I cannot find calm And do not stop mourning I keep has to telling my soul I have to forget Oh It hurts Oh it hurts ANN: Panadol Advanced FVO: Oh how it hurts my heart Because I still love you Because I still love you Because I still love you

Full script of the ad in the original language
MVO: Bueno y ahoravamos con la Factoría y sucanción 'Como Duele'. SFX: Musica FVO: (Cantando) Se que ya te fuiste de mi lado Quise arrancarte de mi piel Pero me di cuenta que aun te amo Anoche mas que nunca te extrañe Y llore y llore y sufrí y sufrí Pensando en ti Y llore y llore y sufrí y sufrí Porque me acorde de ti Ay como me duele Ay como me duele ANN: Panadol Avanzado FVO: Ay como me duele el corazón Porque aun te amo Buscando entre mis fotos vi un retrato Una carta que escribiste para mi Ya no pude contener mi llanto Acostada en mi cama pensé en ti Y llore y llore y sufrí y sufrí Pensando en ti Y llore y llore y sufrí y sufrí Porque me acorde de ti Ay como me duele Ay como me duele ANN: Panadol Avanzado FVO: Ay como me duele el corazón Porque aun te amo Ya no encuentro la calma Y no dejo de llorar Como le explico mi alma Que te tiene que olvidar Ay como me duele Ay como me duele ANN: Panadol Avanzado FVO: Ay como me duele el corazón Porque aun te amo Porque aun te amo Porque aun te amo

Brief Explanation
For the launch of Panadol Advanced we did not make conventional radio spots, we used real songs that were part of the radio stations music broadcast to communicate the product’s benefits. We chose songs with the word ‘pain’ in the lyrics and interrupted them to give a solution.