UK scientistsc have found out that swearing has a pain reducing effect on the brain and is able to reduce headache. It appears uttering expletives stimulates amygdala neurons that trigger a fight-or-flight response making us less sensitive to pain.

Source: Neuro Report 2009 Aug 5; 20 (12)

We decided to use this insight to create an „ironic“ competitive print-campaign.

It features the very special headache remedies that UK scientists swear by and compares them to Germanys most popular headache pill: Thomapyrin.

In order to give Thomapyrin a younger and more up to date image, the campaign is especially targeted at students. They are considered to be hard to reach by classic advertising and to be more open to second degree humour.

The ads have been first published in the Frankfurt/Main area in April. A nationwide rollout around campuses and in university magazines is intended for autumn 2016.