Ogilvy and Mather has cre-ated a computer-animated campaign for the
Solpadeine painkiller which launches on national television next
The 30- and ten-second commercials - the first TV work for the brand
that O&M has produced - set out to display an understanding of the
sensation of pain.
The 30-second film features a character whose headache has produced a
crack down the middle of his face. Each half of the hero’s head takes on
a different mood.
The hero shows his irritable side by uttering a yell. Then he becomes
withdrawn, kneeling down to shut out the world. After taking the
painkiller his moods subside. ’Solpadeine. Makes you feel human again,’
the endline says.
The ad was created by the O&M copywriter, Dave Williams, and the art
director, Paul Cottrell.
It was direc-ted by Philip Hunt through Pizazz. Media planning and
buying is through the Network.
The campaign, which breaks on 12 May, will be supported by a new pack
design and point-of-sale material.
The character takes hold of a pack of Solpadeine, which is surrounded by
a halo of light, as the voiceover announces: ’Solpadeine has a unique
formula to get your head together again.’ The . The hero holds out the
pack of Solpadeine which expands into the size of a shield to protect
himself against the renewed attack of the pain character.
The voiceover explains: ’The pain of a splitting headache can leave you
feeling snappy or withdrawn.’ At first, the hero.
A pain character buzzes around him and zaps him on the head with a bolt