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Nurofen: What The @*!$ by McCann London

Client: Nurofen
Date: Jul 2019
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McCann London has teamed up with Nurofen and a panel of experts to carry out a scientific experiment investigating the effect of swearing on short term pain tolerance.

Nurofen gathered together a panel of experts to develop two novel words for the experiment. The group, containing scientists, lexicographers and lay members of the public who have suffered from pain, met to carefully consider and create the new words.

Volunteers were invited to test the new words, along with a traditional swear word and a control word (eg, word to describe a table), while their hands were submerged in an ice water bath. The ice water bath provided a non-harmful way to test their pain threshold (time at which pain is reported when the hand is held in ice water) and pain tolerance (time at which the hand is removed from the ice water).

The new words did not alleviate pain in the same way traditional swearing did even though participants rated them as emotion evoking and humorous – showing traditional swear words are a better option for increasing pain tolerance.


Creative Agency: McCann London

Chief Creative Officers: Rob Doubal & Laurence Thomson

Creative Directors: Rob Webster & Alexei Berwitz

Senior Creatives: William Cottam & James Crosby

Managing Partner: James Latham

Account Directors: Annabelle Black & Shaun Geary

Senior Project Manager: Chloe Lockett

Head of Strategy: Karen Crum

Communications Partner: Nick Kavanagh

Planning Director: Jonathan Brown

Senior Planner: Matilda Ruffle

Planner: Emily Ellis

Head of Art: Dan Howarth

Designers: Jonathan Harper & Matthew Thomas

Production Company: Craft London

Chief Production Officer MWG: Sergio Lopez

Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Juan Torres

Producer: Duncan Groves

Director: Blake Claridge

Editor: Matt Dollings

Sound Engineer: Giselle Hall

Client: Nurofen

Marketing Director: Charlotte Schloesing

Category Manager: Luca Tamagni

Senior Brand Manager: Marcella Christophersen

Brand Manager: Kelly Green

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