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24 July 2019

What the Fouch

by Syd Briscoe


Nurofen: “Swear Lab” - 2 mins 27s

The painkilling effects of cursing have long been, ahem, sworn by in popular wisdom (and backed up by science, no less), and Nurofen have decided to go one step further for their latest campaign. Since it's still widely unacceptable to let an analgesic 'fuck' fly in public, the brand have attempted to come up with some alternative 'non-swears' which have the same numbing effect.

Needless to say, the results are hardly suprising. This two-and-a-half minute documentary-style summary of the study is cleanly shot and manages a good balance of science and humour, but it proves that no "chunt", "fudge", or "fouch" is as effective as letting a bona fide blue streak fly.


Creative Agency: McCann London Ⓟ Ⓦ
CCO: Rob Doubal
Creative Director: Rob Webster / Alexei Berwitz
Senior Creative: William Cottam / James Crosby
Managing Partner: James Lethem
Head of TV: Sergio Lopez

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