Haleon, the new consumer health business recently spun off from GSK, has launched Advil Plus in Canada with a new integrated campaign from Taxi focused on the new product’s pain-fighting benefits.

Advil Plus combines two of the most widely used ingredients for pain relief in one tablet: Ibuprofen, which targets pain at the source, and Acetaminophen, which blocks pain signals.

Working with existing U.S. creative assets adapted for Canada, the campaign is running on TV, OOH, digital + social, earned, influencer, and as in-store executions.

But with a high-profile OOH media buy (Yonge-Dundas Square in Toronto; Granville and Robson in Vancouver and Berri Uqam Metro in Montreal), Taxi wanted to come up with something that would be both attention-grabbing and entertaining while still communicating the product’s pain-fighting benefits.

Beneath the product benefit headline and pack shots, there are looping tickers that read “headache-inducing news headlines,” with each billboard featuring specific headaches related to each region: “Garbage strike set to start day before fish fry”, “Man receives one millionth duct cleaning call”, “Tone deaf singer puts out third album”, “Vancouver construction set to end never”

The campaign will run into 2023.