AIR Films has produced a 20-second commercial for Y&R South Africa's client Painblok emphasising the nature of headaches by harnessing the power of symbolism to communicate its intrinsic qualities.
The TVC opens with an office worker determinedly sitting at his desk, struggling to concentrate because of an overwhelming headache, which is worsened by the ticking sound of a Newton's Cradle placed on top of a colleague's desk.
Before long, the office worker's head is one of those silver balls, moving clangorously from side to side, aggravated even more by the throbbing, relentless motion. A few seconds later, a visual of the product appears, with the script in staggered format reading stop, [dot], that, [dot], head, [pause], ache.
To view, go to https://vimeo.com/99351196.
