# Crippled Cup Ads The Paracet Painkiller Campaign is Comprised of Comparative Photography By Meghan Young | Published 2013-03-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/paracet-painkiller-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/paracet-painkillers-fever-pain-headache/) & [bates.no](http://www.bates.no/) The Paracet Painkiller campaign centers around dual images of two very different scenarios. In one instance, a cup has been crippled in mistreatment while the corresponding image shows the same cup completely unharmed. The only difference is the use of different medication. The first pills clearly don't work, which makes the person take out his or her pain on the poor, unsuspecting cup. Conceived and executed by Bates United, an [ad agency](https://www.trendhunter.com/trends/kiehls-response) based in Oslo, Norway, the Paracet Painkiller campaign was expertly art directed by Anders Asheim with copy by Petter Andersen. A simple campaign, it relies on [comparative photos](https://www.trendhunter.com/trends/specsavers-campaign) to tell a simple story. This allows people to choose the better alternative, the Paracet alternative. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 36% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Comparative Marketing:** The use of comparative photography in advertising can disrupt traditional marketing methods. - **Product Efficacy Messaging:** Highlighting the inefficacy of competitor products can be a disruptive innovation opportunity for painkiller manufacturers. - **Emotional Connection Advertising:** Tapping into consumer emotions, such as frustration with pain, can be a disruptive innovation opportunity for advertising. ### Who This Affects Most - **Pharmaceuticals:** The painkiller industry can benefit from advertising that focuses on product efficacy and differentiation. - **Advertising:** Comparative advertising that highlights product inefficacy can disrupt traditional marketing methods. - **Consumer Goods:** Emotionally charged advertising that connects with consumers can be a disruptive innovation opportunity for consumer goods manufacturers. ## Related on Trend Hunter - [AI-Powered Pain Visualization Experiences](https://www.trendhunter.com/trends/art-of-release.md) - [Sporty Pharmaceutical Campaigns](https://www.trendhunter.com/trends/advil-x-the-nfl.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md)