Euro RSCG Sydney shifts tone with launch of new campaign for Reckitt Benckiser’s Nurofen brand
Euro RSCG, Sydney has created a new campaign for Reckitt Benckiser’s Nurofen, that will see a shift in tone for the brand.
The campaign will cover television, print, radio and digital.
As most people experience some discomfort or pain and need the help of painkillers in their day-to-day lives, the new campaign from Euro RSCG is designed to draw attention to how Nurofen can be used for ‘every day pain occasions’.
Euro RSCG’s campaign highlights unguarded moments of the sort of pain experienced from time to time and these are caught in a beautiful light and assembled in a postcard style technique, set to the classic tune ‘Head, Shoulders, Knees and Toes’.
Says Steve Coll, executive creative director, Euro RSCG Australia: “Nurofen is already well known for targeting pain. Our challenge here was to articulate Nurofen’s product message with real empathy, using a much more gentle tone of voice. I am delighted with the result.
It’s important to be continually raising the bar on our work for Reckitt Benckiser and this commercial, written by creative team, Dave Ladd and Chris Johnston, represents another significant step forward. I would also like to thank director, Fiona McGee who has brought a wonderful lightness of touch to the ad.”
Agency: Euro RSCG, Sydney
Steve Coll – ECD
Dave Ladd – Senior Art Director
Chris Johnson – Senior Copywriter
Phil Johnston – Head of Planning
Monique Pardavi – Head of TV
Holly Ripper – Group Account Director
Clare Anderson – Account Director
Production Company: Goodoil Films
Director: Fiona McGee
Producer: Claire Richards
Post Production: The Editors/Fuel VFX
27 Comments
I hope this is the first comment:
“Shit.”
The only thing that’s changed is that they’re using a shit montage instead of one shit story.
“Matter of fact, I need one now”.
(Reaction having watched the spot)
Wasn’t expecting much, it is Euro we’re talking about here.
what a load of ‘hand relief’
Looks like they are trying to move into the space which is clearly owned by Panadol. They are very unlikely to be successful and are likely to lose the space that they do own (strong pain) at the same time. (Assuming anyone actually notices the ad.)
There’s a really interesting labyrinth device hidden in this commercial which is a much bigger idea consigned to a supporting role. The idea that Nurofen can find its way to the location of the pain is a fascinating and differentiating insight, and one which could have persuasive credibility with the consumer. The creative director should have spotted this and made it the focus of the ad and any future campaign. For instance, if it was superimposed over the bodies of the people in this ad, and moved with them. I’ll give Euro that one for free. Unfortunately most of today’s CDs are completely out of their depth. It’s one thing to be a celebrated creative, but being a creative director is a completely different skill.
All those who think Old CD guy is a wanker, say ‘aye’.
Aye.
Old CD guy, my goodness you sound lonely. Grab that ol’ rum bottle, take a swig and take a leaf out of the Hunter S and Hemingway manual.
Mr.Colls’ doing a magical job on a very tough client.
Better to be a creative superstar turned ECD than a washed up hack or bitter has been with nothing better to do than blog.
what rubbish….having worked in this space, it’s not easy at all, but come on Euro I was expecting much better things since the change in creative leadership…or is Dale back?
Don’t see any reason to PR this ad. I’m sure the creative team involved are wishing their names were’t there for all to see. Surely with work like this it’s better to keep it quiet and move on to the next opportunity?
Children, isn’t it past your bedtime?
Euro. Stop posting.
So Nurofen relieves pain where you have pain, and not where you don’t have pain.
Terriffic.
I like it. Why the hate?
The targetting motif was the central idea of the previous, much better campaign.
Keep going ripper 🙂
Old CD Guy please fuck off and leave us young things to it. Your ideas suck dick.
As for this turd from Euros….what do you expect? It’s Euros.
What a waste , what a wet ad…and old CD was right about insight but not so good on execution ideas is he really an old strategist?.
Aye.
These types of clients are very difficult to work with.
I’m sure the creatives would have had some nice work on the project but through research and the client they were ground down to this.
I agree that the agency should not PR it, just move on and say nothing.
Bad clients deserve bad work.
This ad is evidence of Euro being an equal opportunity employer, and even further evidence that any retard can be a creative. Also anyone that posts positive comments about this tvc is obviously from Euro, its not cluedo, its fuckin obvious.
Aye!
as above ^^
That girl in the opening shot has a sore neck because she has huge cans. I approve.
I won’t say anything about the idea (what idea?) but this looks terrible.