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.