"Labyrinth" is the latest Nurofen ad to step outside this generic style, concentrating more on subtle branding and original imagery.
The commercial which breaks next week, features a bull, relentlessly chasing its quarry through a bizarre maze. A Nurofen logo appears, seeks out the bull and stops it.
The camera then pulls away to reveal that the maze is a representation of the cerebral cortex in the human head. The endline reads: "Nurofen. Fast, targeted pain relief."
The television advertising follows recent poster executions that dispensed with the traditional Nurofen pack shot. Instead, the posters showed a Nurofen target logo, superimposed on to a railway crash barrier.
The campaign has been developed to help the Nurofen brand pull away from its rivals Solpadeine, Anadin and Panadol, and to consolidate its position as market leader in the oral analgesics sector.
It also echoes the recent launch ad for Nurofen Migraine Pain, entitled "wolves", and the "smiles" execution for Nurofen Children, which aired in April.
The spot was written and art directed by Bill Thompson and Ian Edwards and directed by John Selby of Brave Films. Media was planned and bought by MindShare.
Viv Clarke, the worldwide account director at McCann, said: "We have moved the Nurofen brand on in a way that befits its market-leader status."
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