New campaign adds animal power to pain relief

Our new TV campaign for Ibuleve is built on a promise – that pain relief gel can be as effective as pills.

While consumer perception is that pills work better, Ibuleve gel is clinically proven to treat pain as effectively.

The campaign creative brings this message to life, portraying Ibuleve’s speed, power and effectiveness as an animated menagerie of animals.

Against fierce competition, this campaign’s powerful imagery sees Ibuleve taking the fight to its heavier-spending rivals.

Bray Leino has worked with Ibuleve since its launch in 1992, when it rewrote the rules for pain sufferers by pioneering the concept of topical ibuprofen pain relief.

The campaign will be supported by print and digital, while the 30 second TV spot will run across national UK TV networks into the winter, when falling temperatures can exacerbate aches and pains.

Bray Leino CEO Kate Cox, said: “Ideas like this deliver maximum value on spend by breaking category norms and grabbing people’s attention. It’s the kind of strategic creativity that’s enabled Bray Leino to play our part in Ibuleve’s long success story.”