Voltaren inserted present-day Paula Abdul – dancer, singer, arthritis sufferer – into one of her classic 80s music videos and replicated her dance moves to show that with the help of Voltaren Arthritis Pain Gel she can still move in 2020 like she did in 1989.

Weber Shandwick tracked down the original 16mm footage of the 1989 hit ‘Forever Your Girl,’ directed by Academy Award nominee David Fincher, and worked with VFX shop The Artery to digitally comp in present-day Paula.

In partnership with United Entertainment Group, the team then licensed the ‘Forever Your Girl’ track and remixed it with original songwriter Oliver Lieber and his associate David Gamson.

Voltaren has been available as a prescription medication since 2007 and recently was granted FDA approval for over the counter use granting millions of patients a new alternative to treat their arthritis pain. The Paula spot is part of a broader campaign that helps arthritis sufferers rediscover the ‘Joy of Movement.’

The campaign also includes a new brand website – VoltarenGel.com – which is the first arthritis-friendly, mobile-first website experience, tested and validated by real arthritis sufferers and recognised by the Arthritis Foundation. Noteworthy features that prioritise accessibility include voice search/chat, large tap targets and text resizing.