HeadOn - but what does it do except give me a splitting headache?

I'm glad that I'm not the only one wondering what on earth that "HeadOn" stuff which ye shall "apply directly to forehead" does - seems everyone has been hypnotized with the ads that are so bad they cause migraines.

Slate's Seth Stevenson confirms that the mystery stuff is for headaches - see: The mesmerizing ad for headache gel. So was the idea here to cause headaches, prompting me to rush out and buy the headon gel and apply directly to forehead? Devilishly clever!

HeadOn green version

HeadOn blue version

HeadOn's ActivOn

The most repetitive ad of them all..

ps - 2005 version:

Head On - Headache Relief (2005)