There’s not much great or even good work being done in the pharma category. The category is full of tepid commercials that offer a weak afterglow of what life might be like following a doctor’s office visit.
Over-the-counter remedies like Voltaren’s pain relief gel from GSK, on the other hand, can skip the line and skip the disclaimers.
Here’s a commercial that cleverly illustrates the pain people are in.
It’s a universal truth that people tend to ignore or accommodate everyday pain, hoping it will simply go away. But the reality is that pain has a greater effect on everyday life than people realize.
Body pain affects nearly 90% of us every year. Muscle pain and osteoarthritis are endured daily by millions of people and there is no known cure.
Research shows 4 in 10 people say there are no words to describe their pain. Yet, 9 in 10 attributes a sound to describe their pain.
Jason Mendes, global creative lead at Saatchi & Saatchi London says, “Pain has a voice. And the drama that accompanies pain is pretty much universal – it’s powerful, emotional and melodramatic … a bit like an opera really. However, unlike opera, no one wants the drama of pain in their life.”
Saatchi & Saatchi is part of the Publicis Groupe, the world’s third largest communications group.
The agency launched in 1970, with the philosophy that “Nothing is Impossible” – a statement that is carved into the steps of its London headquarters.