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

Creative 1.4k Add to collection

Award winning director Nalle Sjoblad takes the helm for the action packed spots from Terri & Sandy

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.


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Client 

CLIENT: Aspercreme (Sanofi S.A.)

Head of Pain & Sleep, US Consumer Health: Alberto Hernandez

Director, Pain and Sleep Portfolio: Jordana Barish

Senior Brand Manager: Danielle Prencipe

Assistant Brand Lead: Alec Jentink

Assistant Brand Lead: Alex Brumlow

Agency

LEAD CREATIVE & STRATEGIC AGENCY: Terri & Sandy

Co-Founder & Co-CEO: Terri Meyer

Co-Founder & Co-CEO: Sandy Greenberg

Creative Director, Copywriting: Todd Condie

Creative Director, Art Direction: Mike Cicale

Senior Copywriter: Mark Carlson

Senior Art Director: Jessica Sugerman

Executive Producer: Daniel Maughan

Group Account Director: Lauren Rubenstein

Account Supervisor: Josh Bablin

Account Executive: Rachel Park

Production

PRODUCTION COMPANY: Spark & Riot

Director: Nalle Sjoblad

Executive Producer: Ana de Diego

Producer: Henri Hamalainen

Line Producer: Ivan Ivanov

Director of Photography: Max Smeds

Production Designer: Emil Gigov

Stylist: Sergei Yordanov 

 
Edit

EDITORIAL COMPANY: Cut & Run NY

Editor: Jon Grover

Assistant Editor: Evan Bahnsen

Senior Producer: Eytan Gutman

Finish

FINISHING COMPANY: Jogger

Senior Flame Artists: Joseph Grosso

Senior Producer: Mike Tockman

VFX

VFX COMPANY: B2Y Productions

VFX Supervisor: Dimitar Itskov

Compositing: Pavel Pavlov, Ivaylo Nedkov, Dimitar Itskov

3D: Plamen Ivanov, Jelio Demerdjiev

VFX Producer: Bogomil Georgiev

 
Mix

MIX: Sound Lounge

Executive Producer: Susie Shuttleworth

Mixer: Tom Jucarone

Senior Producer: Lauren Mullen

 
Colour

COLOUR:   Nice Shoes

COLOURIST: Maria Carretero

COLOUR ASSISTANT: Matt Annitto

EXECUTIVE PRODUCER: Tara Holmes

PRODUCER: Andrew Pandolfino

MUSIC

Music Supervisor: Patrick Oliver

Music courtesy of West One Music Group

Genres: Comedy, People, Action

Categories: Beauty & Health, Treatments

AJM, Fri, 11 Jun 2021 10:24:58 GMT