RELIEF FROM PAIN FOR UP TO 12 HOURS WITH MOMENDOL AD CREATED BY ARMANDO TESTA

Momendol, a remedy from Angelini group for headaches caused by neck pain, is now communicating once more with new creativity by Armando Testa. The goal of the campaign is to reflect on how intense and how long headaches caused by neck pain can be and suggest Momendol thanks to its double action: it relieves pain for up to 12 hours while fighting inflammation.

In the modern Angelini laboratory the well-known presenter uses a gigantic head-shaped crystal sculpture to help describe neck pain headaches with a graphic visualization showing bright red vibrations rising up from the shoulders to form a circle in the head.

When the Momendol tablet arrives it reduces the vibrations from the pain and transforms the red circle representing it into a symbolic graphic clock to recall the speed and duration of relief for up to 12 hours. The ad also presents the innovative Momendol soft capsules that act quickly thanks to the rapid release liquid technology. A young father, having fun as he lifts his son up to let him shoot a basket demonstrates the effectiveness of Momendol in a compact way. The 30 “and 20” cuts are on air from September 23 on main TV channels and from October in cinemas. With creative direction fromPiero Reinerio the art director Tina Salvato and the copywriter Chiara Demichelis worked on the project. Directed by Andrea Cecchi for production company Little Bull.