Nurofen's 'Swearing' ad dramatised the science that cursing eases pain

The pharma category is rife with formula and cliché, per McCann's creative directors; Nurofen wanted its scientific knowhow showcased while launching the only patch on the market that disburses pain relief medication over 24 hours.

A TVC, digital and radio push running three months, dramatising pain moments from strenuous exercise to tweaked muscles with colourful graphics and bold animated visuals; post production and VFX by Coffee & TV.

Launched Nurofen Joint and Muscular Pain Relief Medicated Plaster as the first product under the new global platform, with more fact-based pain-relief products promised in the coming months.

LBB reported on September 17, 2018 that McCann London had launched a campaign for Nurofen built on a little-known fact: it is scientifically proven that swearing can help alleviate pain. The launch commercial, '@**!!' (Swearing), dramatises everyday pain moments — strenuous exercise sessions, tweaked muscles — and overlays the action with colourful graphics and bold animated visuals.

The campaign ran three months across TV, digital and radio to 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. When longer-lasting relief is needed, Nurofen has it covered — the joke lands on the brand's behalf.

The work sat under Nurofen's new global brand platform positioning the company as an authority on human and medical science and the understanding of pain management. Creative directors Alexei Berwitz and Rob Webster said the pharma category is rife with formula, so showcasing the science behind the brand was refreshing; CEO Alex Lubar framed the campaign as part of positioning Nurofen as the leading brand in understanding pain management.

The idea is built on a verifiable scientific fact about pain, not a product claim — exactly the authority positioning the platform needs.

It breaks pharma ad conventions, which the creative team named as the category's core problem.

The swear-fact format was designed to extend: additional products would launch underpinned by similar pain-relief facts.

Demonstrate the science instead of claiming it: a memorable fact about pain makes the brand the authority, with the product riding along as proof.

As of the September 2018 launch, the three-month campaign was running across TVC, digital and radio, with Nurofen planning additional product launches in the coming months under its new global brand platform and fact-led creative approach.