Panadol hits pain hard in new TVC via Ogilvy
Ogilvy & Mather, Sydney has used imagery of a man in training to reinforce the power of a new Panadol product, in a TVC that airs from this weekend. The ‘Hit Pain Hard’ campaign, comprising a 30-second TVC, will officially launch new Panadol Extra, Panadol’s strongest pain reliever yet.
VIEW THE TVC
With an additional ingredient that amplifies the effectiveness ofparacetamol, the new product and campaign is aimed at consumers wholook for stronger pain relief.
“Australians trust Panadol with their everyday pain relief, and nowPanadol offers an alternative for moments when they need somethingextra,” says Ogilvy Sydney’s managing director Mike Daniels.
The TVC will run on free to air and pay TV from this Sunday, June 13. An outdoor campaign will also be in market late June.
Creative Director: Boris Garelja
Copywriter: Dominic McCormack
Art Director: Liam Hillier
Agency Producer: Lisa Ristuccia
Account Management: Belinda Drew-Robinson, Josh Sandford
Production Company: Jealous Lovers
Director: Dennis Hitchcock
Media: Maxus
14 Comments
Do you seriously think this work is worth putting up here?
Why is this on a creative blog?
Perhaps this is O&M’s delusional idea of free internet media, or ‘viral’ as we cool cats call it. You really can’t beat this spot for third-world cliches in a first world environment. On that basis, it’s sure to passed excitedly from computer to computer by creatives keen to have a laugh. Taking that idea one step further, perhaps it could be entered in the ‘Unintentional Humour’ category of the various awards.
Such a cliche. This can not be described as ‘creative’ in any form. Surely the client wrote and directed this?
This is seriously shit. But jeez, 5.33 you’re a painful shit that refuses to come out in the morning. If I had to spend 5 minutes with you I think I’d want to start flossing my ass crack with with your cachmere sweater in the hope that you’d run off crying.
‘Third world cliches for first world environment?’ Who are you?
So ogilvy
I quite like it. The analogy of using a boxer to dramatise ‘hitting pain hard’ is really very powerful and, I thought, quite unexpected.
I’m confused. I don’t know what they’re trying to tell me… It’s such a convoluted metaphor that I can’t quite grasp it. After all, here’s an ad for pain relief with no rhetorical questions, no allusions to redness, twisted stomachs or lightning.
I particularly liked seeing the tablets forming an X.
Why is there caffeine in Panadol?
Why does a man in a suit begin to take off his tie when he arrives at the gym?
Why is the statement made, “enough is enough” — when he’s working out? You can work through the pain, eh? How about showing this white, middle aged, suit WORKING then, rather than working out at the gym with his personal trainer — nice Micky reference there.
If everything ground to a halt, maybe he shouldn’t have worked out so hard?
So the lesson here is, don’t listen to your body when it tells you it wants to stop something… just take pain relief because you can and keep going hurting yourself. Lucky we have IQ to fast forward through this shit when it’s forced on us… and
10:47. You’re clearly a moron. The line is hit pain hard, the execution features a boxer, how is that a convoluted metaphor? I might not like the spot myself, however, I chose not to post my stupidity through incessant, nonsensical posts – unlike you.
Perhaps there was a mix up in the PR dept. They may have meant to feature a brilliant scam ad for Panadol, but sent out an ad that actually ran by mistake.
This sums up this industry, an over researched and beaten up piece of work finally gets made, and still looks half decent. It will sell product and yet again we have award cheer leaders bagging it in favour of scam pieces of irrelevant shit that appeals only to ad juries.
Talk about naive self serving juveniles, get a grip and leave home before your mother discovers the stains on the curtains. Aren’t we here to sell product or have I got the business model completely wrong. I know the recession hasn’t quite hit the young privileged wanabe’s in this part of the world but trust me, the tin chasing is becoming less attractive to the boys who are paying the bills. Wake the fuck up, take your hand off it and sell some product to punters, not to over paid creative directors.
The worst piece of work on here for years
‘Hit Pain Hard’? Can’t we just slap it around a little bit first?
You know, with ping pong paddles and a safe word perhaps.
Well that was painful.