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Painkiller won't fool around

Published on .

McNeil Consumer Healthcare is running ads to back the launch of Motrin Migraine Pain, the latest extension of its over-the-counter painkiller. TV spots, from Lowe Lintas & Partners Worldwide, New York, started last week; print ads follow in July magazines. Ads are tagged "For people who don't fool around with pain." Copywriter: Amy Sacks. Art director: Mark Shap.

The spots show shots of women with titles, such as "Hits below the belt" and "Fights dirty," as a voice-over explains the effects of migraine pain. That's followed by a shot of a Motrin bottle with the title, "Kicks butt."

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