• Healthcare regulatory bodies

• Government

• TV stations/media channels

While MOTRIN® does provide effective relief for menstrual, migraine, and muscle pain, it lacked a functional advantage to set it apart from the competition. To break through, we connected emotionally with young women by proving MOTRIN® was a brand who truly understood their pain and could effectively help manage it.

We open inside Tina’s uterus, where a group of ‘pain employees’ are working to invent new, creative types of menstrual pain. They continue brainstorming ideas like, “being eaten by a shark, from the inside.” until they are forced to evacuate by an alarm alerting them that MOTRIN® pain medication has been ingested.

n/a

n/a

TINA’S UTERUS 30: | ENG SCRIPT

We open a glass conference room door with etched type that reads “Tina’s Uterus Research and Development”. We hear the sounds of an office, (typing, phones ringing and other ambience) as the camera zooms in through the glass door we see a woman writing on a white board in front of a small group of employees. The white board reads “Menstrual Cramp “Pain”storm with several bullets below that read: Evil Wizards Curse, Bees?, Electrodes. The woman at the front of the room finishes writing, “10,000 knives” then attempts to get the brainstorm back on track. We cut quickly back and forth through several different suggestions,

JANET: Anyone else? Anyone… c’mon. Fear of failure? A little existential?

JOAN: Some kind of animal?

JANET: Yes! Mauled by a tiger!

CAROL: What if it felt like being eaten by a shark?

Another woman’s eyes go wide as if she’s had an epiphany and can barely contain herself. She excitedly says,

JOAN: But from the inside!

She makes a gesture with her hands to emphasize the point.

JANET: Love that!

Janet returns Joan’s excitement and turns to start writing on the board when an orange Motrin sign begins flashing above the white board accompanied by a continuous alarm sound. BEEEEEP BEEEEEEEP… the women are clearly disappointed by the disruption. We hear a female P.A. voice calmly say:

PA: Relief imminent. All pain personnel please evacuate Tina’s uterus.

Carol drops her pen and leans back in her chair clearly annoyed. Joan rolls her eyes and closes her notebook abruptly as the others push away from the table. Janet makes for the door while Carol hesitates and watches the others leave.

JANET: Let’s move out!

CAROL: Do you want to just finish…

JANET: Nope!

We transition to the end frame, and product shot.

V/O: Motrin Liquid Gels. Relief from Menstrual, Migraine and Muscle pain.

SUPER: Pain relief for menstrual, migraine & muscle.

We briefly cut back to Carol, alone and clearly saddened by the brainstorms abrupt end.

CAROL: It’s my first time on the board…

JOAN: Carol!