The brief was simple - create a pre-roll centred on the insight that people (especially in today's times and technology) have no time for a headache, any headache at that. Panadol Rapid's 2x fast-acting relief can help 'skip the headache.' And because pre-rolls are in themselves, a headache, the idea was an organic fit to the platform. We connected the function of the skip button with the brand's benefit - to skip the actual headache that is the pre-roll.

The film is a headache in itself. It's set at a wedding reception, where a bridesmaid sits alone. A male guest sits himself down comfortably beside her with an air of confidence and an obnoxious opening line. She shyly entertains him in the beginning. Then he goes on and follows it up with more excruciatingly painful, self-centred comments and self-praises. Not only is he increasingly becoming a headache, the situation she is in is turning into one too. The background noises - drunk newlyweds, the screaming child, and broken wine glasses create the atmosphere that is a growing headache. From the sixth second, the film encourages the audience to skip this headache fast with Panadol Rapid through YouTube's Skip Ad button. The film continues for about a minute and a half and ends with the man unintentionally giving her relief from his presence by leaving to get her a drink.

The pre-roll ran on YouTube from April 15, 2018 - September 1, 2018 in Australia.