An estimated 36 million Americans suffer from migraines, but most people think they’re just bad headaches. In fact, it can be a debilitating condition, and migraine sufferers often feel misunderstood and discriminated against by non-sufferers.

With more than 50 years of research, Excedrin is the only pain reliever focused solely on head pain, making the brand uniquely qualified to understand and treat the condition.

In this context, the brief was to demonstrate Excedrin's deep understanding of the emotional and physical pain that migraine sufferers go through and to tackle their great frustration about not being understood.

This campaign aims to reinforce the brand’s leadership positioning in the head pain category, showing empathy and expertise, with the objective of driving strong brand consideration and favorability among migraine sufferers.

By law, claims in advertisements, including over-the-counter (OTC) medicine advertisements, must be truthful and cannot be misleading or unfair.

An estimated 36 million Americans suffer from migraines, but most people think they’re just bad headaches. In fact, it can be a debilitating condition, and migraine sufferers often feel misunderstood and discriminated against by non-sufferers.

With more than 50 years of research, Excedrin is the only pain reliever focused solely on head pain, making the brand uniquely qualified to understand and treat the condition.