Aspercreme is one of America's most iconic topical pain relief brands. But with new competitors elbowing into an already crowded space, Aspercreme needed to break from category convention to remain relevant – and to launch a blockbuster new product, Aspercreme Arthritis. Talking with pain sufferers, we realized that their fight against pain is exactly that: a fight. So we decided to empower them with an irreverent platform called "Kick Pain in the Aspercreme." Eschewing tired tropes and outdated demos, we created action-packed, Hollywood-inspired spots sure to jump off screens both big and small.