All the models used in this campaign were 45+, representing our target audience for Panadol Joint.

One of the ads in the campaign features the Arabic numeral 8 (that looks like an upside down 'V').

So far, communicating 8 hours of relief by Panadol Joint has been a challenge in the region. Hence this simple and stark campaign features our target performing the most difficult twists and turns with their bodies, with extreme ease.

The text in Arabic states "Up to 8 hours of Joint pain relief"