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Nurofen drops the F-bomb with a painful new spot.

Hoping to discover new ways to target pain, Nurofen's latest campaign looks at whether swear words can really take the edge off after an injury.

Recruiting the skills of a psychology lecturer, a language expert and a lexicographer, the team endeavoured to create a series of quirky alternatives that could lessen the effects of pain on the British public, including "fouch", "twizpipe" and the slightly riskier "kunst".

By convincing strangers to dip their hands into freezing water and repeat the strange (if not slightly Willy Wonka-esque) words, the team discovered swearing increased people’s threshold by about a third (32%). 

The work was created by William Cottam and James Crosby, and directed by Blake Claridge through Craft London.