To communicate the types of headaches and the benefits of Aspirin - a pain-relief medication - the creative films idea uses a slightly sarcastic humor when portraying real day-to-day situations, which gain greater intensity by the use of the article “A” in capital letter.

A Portuguese lesson is needed: the letter “A” for Aspirin is also an article, “the”. Which can be used to intensify something.

Example: headache ------- > THE headache

In this way, communication is based on this insight to show the power of Aspirin. After all, there is a (the) headache and A (THE) headache. The choice of images and the locution were essential to set the tone of the communication. The signature reinforces: “Whatever is the headache. Aspirina is THE one that solves”. Each variant portfolio, uses a specific signature according to its benefit, for example, CafiAspirin – THE one solves it with strength.