Aspercreme Pain Relief's Fighting Talk Kicks Pain Like Never Before

Terri & Sandy launch a new national campaign and brand repositioning across America for Aspercreme that also debuts a new tagline -- ‘Kick Pain in the Aspercreme’ – which is quite a radical move for the category and a certainly a bold repositioning for the brand, whose prior advertising focused on resolving simple pain moments in everyday situations.

The work is all about empowering a community of pain sufferers to fight back, take control and not allow pain to dictate their lives--and Terri & Sandy do it through action-packed, Hollywood-inspired fight scenes brought to life in a series of :15 spots running nationally across broadcast and cable TV (including Hispanic networks), syndicated TV, online video and social. 

The work features cinematic action heroes, including one spot, ‘Spies,’ crafted to promote Aspercreme with Lidocaine, which features two male spies ferociously duking it out until back pain interrupts the fight. Aspercreme, of course, is an answer to reducing their pain. Another spot, ‘Warriors,’ features two sword-bearing warriors from antiquity whose fight is interrupted due to an arthritis flare-up. This spot marks the introduction of Aspercreme Arthritis, an important new product launch for the brand. 

Both spots were shot in Bulgaria by award-winning commercial and film director, Nalle Sjoblad.

This marks the first campaign from Terri & Sandy since winning the business back in Summer 2020, along with Icy Hot and ACT, two other Sanofi Consumer Healthcare brands. ‘Kick Pain in the Aspercreme’ was the agency's pitch-winning idea.