This campaign utilizes simplistic yet effective imagery to help visualize Advil's ability to block out various aches and pains one may feel throughout the day. It uses different exaggerated scenarios to demonstrate the feeling of those sensations, all tying back to that familiar throbbing or pounding feeling brought on by headaches, and all solved with the silent relief from Advil's "noise cancellers." The blue earmuffs add a new level of visual representation and iconography for Advil, and this recognition can go further with blue casts for arm or leg-related injuries, blue braces for back pain, blue massage items for muscle aches, etc.

 

Headaches were chosen as the subject element to focus on, because it had proven to be the pain sensation Advil is most used for and associated with according to the primary demographic- senior citizens, with teenagers and parents of younger children being used as secondary focus groups. All of those demographics are familiar with aches and pains, and all of them can appreciate what Advil can do for them.