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The Mentholatum Deep Cold Patch Campaign Fights Discomfort and Heat

 - Feb 28, 2012
References: grey & ibelieveinadv
Being sent to hell is a possibility -- at least according to some people's beliefs -- but the Mentholatum Deep Cold Patch campaign shows that there might be a way to avoid all that unnecessary back pain when down there. As the fiery images depict, no matter how hard those devils try to break down their new recruits, they continue to have a broad smile on their faces. That is due all in part to the Mentholatum Deep Cold Patch.

Created by Hong Kong-based ad agency Grey Group, the Mentholatum Deep Cold Patch campaign cleverly questions in its tag line, "What the hell is pain?" The campaign was art directed by Dave Ho and Diana Nip with illustrations by Chan Kai Chung.