GOT PAIN? KICK IT IN THE ASPERCREME, SAYS NEW NATIONAL CAMPAIGN FROM TERRI & SANDY
By thelaegotist / /
Cinematic Fight Scenes Directed by Award Winning Nalle Sjobald of LA Production Co Spark & Riot Tout Quick Effective Pain Relief
Pain sufferers, suffer no more. Topical pain brand Aspercreme®, is repositioning itself with a new national campaign and bold new tagline that tells consumers to “Kick Pain in the Aspercreme.” The new work from agency of record, Terri & Sandy, marks a bold move for the brand (and the category) whose prior advertising focused on resolving simple pain moments in everyday situations.
A series of :15 spots running nationally across broadcast and cable TV, syndicated TV and online video push the Aspercreme’s message to pain sufferers to fight back rather than allowing it to dictate their lives. The work, directed by award-winning commercial and film director Nalle Sjobald of LA production company, Spark & Riot, features cinematic action heroes duking it out in action-packed Hollywood-inspired fight scenes.
One spot, “Warriors” featuring two sword-bearing warriors from antiquity whose fight is interrupted due to an arthritis flare-up. This spot marks the introduction of Aspercreme® Arthritis, a new product launch for the brand. Another spot, “Spies,” promoting Aspercreme® with Lidocaine, features two male spies in a classic street fight until back pain interrupts them. Aspercreme®, of course, is the answer to reducing their pain.
This marks the first campaign from Terri & Sandy since winning the business back in Summer 2020, along with Icy Hot® and ACT®, two other Sanofi Consumer Healthcare brands. Those wins came on the back of the agency’s successful “Champion Your Skin” launch for Gold Bond®—also part of the Sanofi Consumer Healthcare portfolio. “Kick Pain in the Aspercreme” was the agency’s pitch-winning idea.
“Pain is a brutal foe and takes consumers down every day,” says Sandy Greenberg, Co-founder and CEO of Terri & Sandy. “Kick Pain in the Aspercreme” is a call to fight back with everything you’ve got. It’s awesome to be launching our pitch-winning idea and it’s great to have clients bold enough to embrace this irreverent tagline.”
CLIENT: Aspercreme (Sanofi S.A.)
Head of Pain & Sleep, US Consumer Health: Alberto Hernandez
Director, Pain and Sleep Portfolio: Jordana Barish
Senior Brand Manager: Danielle Prencipe
Assistant Brand Lead: Alec Jentink
Assistant Brand Lead: Alex Brumlow
LEAD CREATIVE & STRATEGIC AGENCY: Terri & Sandy
Co-Founder & Co-CEO: Terri Meyer
Co-Founder & Co-CEO: Sandy Greenberg
Creative Director, Copywriting: Todd Condie
Creative Director, Art Direction: Mike Cicale
Senior Copywriter: Mark Carlson
Senior Art Director: Jessica Sugerman
Executive Producer: Daniel Maughan
Group Account Director: Lauren Rubenstein
Account Supervisor: Josh Bablin
Account Executive: Rachel Park
PRODUCTION COMPANY: Spark & Riot
Director: Nalle Sjoblad
Executive Producer: Ana de Diego
Producer: Henri Hamalainen
Line Producer: Ivan Ivanov
Director of Photography: Max Smeds
Production Designer: Emil Gigov
Stylist: Sergei Yordanov
EDITORIAL COMPANY: Cut & Run NY
Editor: Jon Grover
Assistant Editor: Evan Bahnsen
Senior Producer: Eytan Gutman
FINISHING COMPANY: Jogger
Senior Flame Artists: Joseph Grosso
Senior Producer: Mike Tockman
VFX COMPANY: B2Y Productions
VFX Supervisor: Dimitar Itskov
Compositing: Pavel Pavlov
Ivaylo Nedkov
Dimitar Itskov
3D: Plamen Ivanov
Jelio Demerdjiev
VFX Producer: Bogomil Georgiev
MIX: Sound Lounge
Executive Producer: Susie Shuttleworth
Mixer: Tom Jucarone
Senior Producer: Lauren Mullen
COLOR: Nice Shoes
COLORIST: Maria Carretero
COLOR ASSISTANT: Matt Annitto
EXECUTIVE PRODUCER: Tara Holmes
PRODUCER: Andrew Pandolfino
MUSIC:
Music Supervisor: Patrick Oliver
Music courtesy of West One Music Group
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