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Some people run actual marathons and some people simply feel like they have, the Reflex Spray campaign targets both of those very different groups. Whether muscle pain is brought on by too much exertion or something else entirely, this product will help ease the pain instantly.

The Reflex Spray campaign was conceived and executed by Contrapunto, an ad agency based in Barcelona, Spain. It cleverly depicts the intensity of running a marathon by turning the sole of a running shoe into a map of the route taken. The feet will remember even bump and crack along the way, but the ensuing pain can be made a distant memory with the help of Reflex Spray.

Art directed by Jesus Navas, the Reflex Spray campaign was photographed by Xavier Pastor.