It is a sad reality, but people can often feel like prisoners in the own body when it comes to certain types of aches and pains; the Moov Gel Xpress campaign visualizes this feeling quite drastically and disturbingly, but in a way that sends a strong message. Instead of being shackled by muscles, it urges people to 'break free.'
Conceived and executed by Point Blank Advertising, an ad agency based in India, the Moov Gel Xpress campaign focuses a bit on the use of shocking imagery to grab people's attention. Considering all of the blood and gore on television and movie screens of late, it is no surprise they decided to go in such a direction. Nevertheless, as far as metaphors go, the Moov Gel Xpress campaign is a fairly clever one.