A dry brief brings a hilariously cheesy solution - the Ipren man literally sings his own praises (and probably exactly what was in the brief):

"I am Ipren, the intelligent pain reliever, against pain and fever I'm efficient, painkilling, fever reducing - I'm simply intelligent - I have anti inflammation properties, I can handle muscle pain back pain and joint pain, one Ipren a 400 milligram works often better than two prescription-free tablets of paracetamol for example "Alvedon" for headaches, menstrual pain and toothaches..*inhale* I am Ipren the intelligent pain-killer."

Ad agency: Garbergs

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.