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Advil hopes to jump into soccer\u2019s
\nbig summer with \u201cRewriting Pain,\u201d a new ad campaign that challenges sports culture\u2019s age-old \u201cno pain, no gain\u201d mentality. The effort taps Jozy Altidore, a forward for
\nthe U.S. Men\u2019s National Team, as a spokesperson, and urges people to rethink how they treat their bodies.<\/p>\n
For Advil, reportedly the best-selling pain reliever in the U.S., the effort is advertisement<\/p>\n <\/p>\n advertisement<\/p>\n<\/div>\n The effort is based on new research that reports 79% of athletes say phrases like \u201cpush through the pain,\u201d which can While it might sound like a disastrous brand strategy — fewer people in pain means fewer people buying pain relievers — Advil isn\u2019t worried. The idea is to get people to stop as soon as they feel pain — “and there’s no She says that soccer, where players can run between five and eight miles in a game, has While the company is closely tracking the usual metrics on digital engagement, the main goal is \u201ca shift in narrative. And we hope to see others reiterate that message, that The company also keeps a close eye on the changing ways consumers treat pain, not just with OTC medicines like Advil,
\na chance to \u201ckind of flip the script, rewrite the story on what it means to have real strength,\u201d says Natalie Halpern, Advil\u2019s senior director of marketing. \u201cSports is one
\ngreat place to do that, but it’s really a message that resonates broadly. For all of us, \u00a0pain is a signal. If we recognize it, treat it, and confront it, we\u2019ll come back
\nstronger,\u201d\u00a0Halpern tells Marketing Daily<\/i>.<\/p>\n
\nencourage them to ignore body signals. Eighty-six percent believe these phrases can put long-term health at risk. And more than 80% say they believe sports culture treats pain as a necessary part of
\nsuccess — and they\u2019ve continued playing despite pain because winning felt more important.\u00a0The company surveyed 1,000 U.S. adults, both current and former athletes, who have competed in
\ncollegiate, club or recreational sports.<\/p>\n
\n\u201cWe know pain is going to happen,\u201d she says. \u00a0\u201cIt’s inevitable for everyday consumers living their lives, going to work, getting older, and also for athletes, whether
\nyou\u2019re competing in the local rec league or a professional athlete. It\u2019s part of the game.\u201d<\/p>\n
\nshame in stopping to treat it,”\u00a0 Halpern says. “There’s no badge of honor for pushing through.”<\/p>\n
\nplenty of room for pain. \u201cAnd we certainly felt that with the buzz and excitement around the 2026 World Cup, it was the right time, and a great opportunity for us to bring our message to
\nlife.\u201d<\/p>\n
\nreal strength is confronting pain and treating the inflammation.\u201d<\/p>\n
\nbut alternatives like physical therapy or ice baths. The brand is owned by Haleon, which owns other pain relievers, including Panadol and Voltaren. \u201cWe think about pain holistically,and want to
\nbe part of that consumer toolkit, and part of the broadening set of solutions.\u201d<\/p>\n<\/div>\n