Arthritis is like a rope tightening around a joint, suggests Nurofen ad

A twisting rope around a woman’s knee and body has been used to represent the pain and restrictions to movement osteoarthritis causes in a new ad for anti-inflammatory Nurofen.

Dana Holder, global creative director at agency Now Screen, explained the new TVC is an extension of the ‘Match’ campaign which launched two years ago.

“The Nurofen ‘Match’ campaign, which brought to life the burning sensation of an osteoarthritis flare-up by morphing a lit match into a knee bone, was hugely successful,” Holder said.

“Building on that, it made sense to develop another metaphor to link the way in which body and osteo pain restricts movement, to the same inflammation story.”

According to the Government Department of Health, osteoarthritis is one of the highest sources of pain in Australia.

In 2018, Reckitt Benckiser, which owns Nurofen, lost a lawsuit against GSK regarding an ad that stated “Nurofen is better than Paracetamol’.

In 2017 it was fined $6 million last year for misleading consumers over different Nurofen pain relief products and in 2013 Reckitt Benckiser was ordered by the Therapeutic Goods Administration to remove ads which promoted target pain relief that was not actually possible.

The TVC will appear across free-to-air TV and broadcast video on demand, with further executions running out of home and in-store.

The ‘Match’ campaign can be viewed here:


Client: RB Health
Marketing Director, RB Health Brands: Henry Turgoose
Category Manager Health Relief: Jono Reid
Senior Brand Manager: Rachel Cain

Creative Agency: Now Screen
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Global Producer: Aryani van Dam
Editor: Esteban de la Concha
Director: Richard Swan
Animation House: Vandal
Sound design: Mark Gluhak


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.