GSK-owned paracetamol brand Panadol has unveiled a new ‘purpose-driven, inclusive platform’ spearheaded by a 30-second TV ad created by London-based WPP.

The campaign is set to focus on how the drug brings about an ’emotional transformation’ in people as they begin to feel the release from acute pain once Panadol takes effect.

Launching this week across the UK and Ireland, the ‘Release Starts Here’ brand platform will aim to ‘redefine’ the pain category by committing to an integrated pain management strategy.

The brand claims that its new campaign is rooted in ‘deep consumer understanding’ as it shine a light on the transition from pain to relief with the key message that: ‘between pain and relief, you can find Panadol.’

Executed through a 360 campaign, materials will be pushed out across online media, TV, in-store activations and pharmacies with the 30-second hero film set to be supported by 15-second edits rolled out across social and digital.

READ MORE: WPP’s LGBTQ+ team releases campaign to celebrate Pride in London

“WPP’s creative idea establishes a new, fresh positioning for Panadol, shifting from traditional approach of problem-solution advertising to a journey of empathy for people in pain,” Panadol global business lead, Charles Leslie said.

“By seeing the person behind the pain, we understood the emotional transformation that consumers go through and the importance of the ‘Release’ moment, when consumers start feeling the relief from pain”.

WPP global client leader, Alina Kessel added: “There is really nothing more important and emotional than our health and the health of our loved ones.

“We are proud of the work our teams developed which takes Panadol, an established and trusted pain-relief product, to new emotional places creating relevance and impact with the people we serve”.

Click here to sign up to Marketing Beat’s free daily email newsletter