Approval from the Ministry of Health (the Arab health regulatory body) in the Arab world is know to be very difficult, as we cannot show skin, we cannot make tall promises, every word in the claim has to be approved, etc.

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. Hence this simple and stark campaign features our target performing the most difficult twists and turns with their bodies, with extreme ease.

The line in the Arabic Ad states 'up to 8 hours of Joint pain relief'