Nurofen targets ‘burning pain’ of osteoarthritis in latest campaign for painkillers

The burning pain of osteoarthritis is the subject of Reckitt Benckiser’s latest campaign for its painkiller brand Nurofen.

Created by content agency Now Screen, the 30-second ad features an animation of a fiery match merging into a painfully-inflamed kneecap.

The ad was based on the insight that a knee bone is shaped similarly to a match, and the burning sensation felt by arthritis sufferers, Now Screen said in a press statement.

“We’re very proud to have been able to create such a strong, simple and visual story for our client at Reckitt Benckiser, through powerful animation and live action,” said Dana Holder, global creative director at Now Screen. This was definitely a team effort.”

Nurofen category manager added Laurent de Meyer: “The main objective of the brief was to establish Nurofen as a credible player within osteoarthritis pain management. For this we wanted to educate the osteoarthritis sufferers about the need to not only manage their pain but also to relieve the inflammation when their osteoarthritis flares up.”


  • Client: Nurofen (RB)
  • Marketing Director: Maui Valdes
  • Category Manager: Laurent de Meyer
  • Senior Brand Manager: Rose Gell
  • Agency: Now Screen
  • Global Creative Director: Dana Holder
  • Account Director: Andrea Robertson
  • Strategy Director: Chris Loukakis
  • Senior Writer: Beris Zanetich
  • Art Director: Charlotte Ducastel
  • Executive Producer: Petra Valent
  • Producer: Michael Hollis
  • Production Manager: Chrysanthi Minglis
  • CGI/Post-Production: Vandal
  • Director: Richard Swan
  • Executive Producer: Anna Greensmith

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