Nurofen Film Swearing [20 sec] by McCann London

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Swearing [20 sec]

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Industry Health & Pharmaceutical Products
Media Film
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thomson, Rob Doubal
Executive Creative Director Ross Neil
Creative Director Rob Webster, Alexei Berwitz
Creative James Crosby, William Cottam
Production Friend
Director Tim & Joe
Released September 2018

Credits & Description

Client: Reckitt Benckiser
Brand: Nurofen
Agency: McCann London
Chief Creative Officers: Rob Doubal & Laurence Thomson
Executive Creative Director: Ross Neil
Creative Directors: Alexei Berwitz & Rob Webster
Creatives: James Crosby & William Cottam
Executive Producer: Alexia Merrington
Producer: Davina Hickson
Producer: Ryan Alagar
Head of Strategy: Karen Crum
Chief Strategy Officer: Theo-Izzard Brown
Senior Planner: Matilda Ruffle
Planner: James Appleby
Managing Partner: James Latham
Senior Account Director: Annabelle Black
Senior Account Manager: Libby Conroy
Account Executive: Zoe Harris
Project Manager: Chloe Lockett
Project Director: Sam Morton / Dan Wincenty
Head of Art: Dan Howarth
Designer: Harold Perrin
Senior Designer: Mark Fraser

Production company: Friend
Director: Tim & Joe
Production company producer: Rachel Rumbold
Local production company: Nordic
Post production: Coffee & TV
Post Production producer: Lydia Evitt
Offline: Max @ Stitch
Music: Native
Sound design: Ben & Jungle
Graphic design / animation: Ed Kevill-Davies
Flame: Rory Whittle / Nick John
Grade: Simona Cristea

RB Marketing Director: Mark Pearson
Nurofen Category Marketing Manager: Luca Tamagni
Nurofen Senior Brand Manager: Sarah Elsayed
Published: September 2018
Synopsis:
It is scientifically proven that swearing can help to alleviate pain, a little-known fact that is brought to life in the launch commercial from McCann London for Nurofen.
From strenuous exercise sessions to tweaking a muscle, this new ad “@**!!” (Swearing) dramatises everyday pain moments that are enough to make people swear, overlaying the action with colourful graphics and bold animated visuals. However, when longer-lasting pain relief is needed, Nurofen has it covered.
Running for three months this TVC, digital and radio activity, will drive awareness of an all-new product - Nurofen Joint and Muscular Pain Relief Medicated Plaster - the only patch on the market that disburses pain relief medication over a 24-hour period.
This new campaign, which is part of Nurofen’s new global brand platform aims to support Nurofen’s innovative brand position and strategy as an authority on human and medical science and the understanding of pain management. Additional products will be launched in the coming months underpinned by similarly interesting facts on how to help alleviate pain.
Alexei Berwitz and Rob Webster, Creative Directors, McCann London, said: “The pharma category is rife with formula and cliché, so it’s refreshing to be allowed to create something different, showcasing the scientific knowhow behind the Nurofen brand.”
Alex Lubar, CEO at McCann London, said: “We’ve worked really closely with Reckitt Benckiser to help position Nurofen as the leading brand in understanding pain management. Unlike so many of the more traditional pain killer ads out there, Nurofen are taking their message in a whole new, interesting and bold direction, which is in line with their new global brand platform. We’re excited abou the work that’s set to flow from their new strategy.”