Up in Northern Sweden we have these bizarre creatures, who have really strange mating rituals. At some point while working on a pain killer brief, someone got the bright idea to simply get footage of this in the brand colours and call it a day. It was easily the best ad in Sweden for a long time.

VO: Nurofen, when the headache hits you.

Client: Nurofen
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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.