The Bayer Saridon campaign hilariously depicts the trait of hard-headedness as actual hard heads in the form of illustrated helmets. Although this could easily be misconstrued as a campaign for helmets themselves, its tag line clarifies the meaning behind the images by reading, "Even the hardest heads can feel pain."
Conceived and executed by ZEA BBDO, an ad agency based in Caracas, Venezuela, the Bayer Saridon campaign is simple and playful. Art directed by Roberto Mondello with creative direction by Gerardo Pernía and Luisana Franceschi, the images were shot by photographer Claudio Napolitano and illustrated by artist Roberto Mondello. Rounding out the Bayer Saridon campaign with copy by writer Gerardo Pernía E, the images will surely inspire people to take a tablet or two.