Beris Zanetich

Senior Creative/Copywriter

Beris Zanetich

Nurofen - Puts out the flame of osteoarthritis

Unlike Panadol, which only relieves the pain of osteoarthritis, Nurofen also puts out the inflammation associated with osteoarthritic flare-ups.
So when I saw a picture of a tibia and noticed its resemblance to a match, the only thing that still didn’t make sense to me was why someone hadn’t done this idea before.
The regulators had a great time watering-down what we could say, and the client insisted on inserting a lot of stuff that didn’t need to be there, but we were eventually able to put together an ad that gets its unique selling proposition across quite satisfactorily, thank you very much.
And it’s not just us who think so. Reckitt Benckiser’s Global CEO, when he was in Australia for brand planning meetings in February 2019, described it as "…the gold standard and the benchmark against which all other RB ads should be judged!!"

Nurofen The Anti-inflammatory

  • For NOW Screen

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