# Machine-Acting Humans The Voltaren Campaign Reminds You of the Things We Do Sometimes By Peter Vallas | Published 2011-05-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/voltaren References: [theinspirationroom](http://theinspirationroom.com/daily/2011/voltaren-for-human-machines/) & [voltaren](http://www.voltaren.com/index.jsp) Anti-inflammatory drug [Voltaren](https://www.trendhunter.com/trends/joint-comfort-movement-daily-supplement) knows that being an average adult means we're not superman. A lot of daily tasks that we do force us to act like machines to get the necessary jobs done. Voltaren specializes in muscle pain and [Saatchi](https://www.trendhunter.com/trends/saatchi-flowers-signature-cappuccino) & Saatchi Switzerland made a campaign that showed the brand's understanding of their consumers. The Voltaren campaign consists of three print executions that feature three everyday adults performing the tasks of a forklift, crane and bulldozer. The campaign uses over-exaggeration to show what our muscles feel like they are doing in these everyday tasks. The tagline is very clear at the end, stating that humans do a lot of things we're not [engineered for](https://www.trendhunter.com/trends/engineered-for-whatever-ad), so when that pain strikes, take Voltaren. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 38% | Activity: 15% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: South America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Anti-inflammatory Campaigns:** There is an opportunity to use over-exaggeration to empathize with consumers and increase brand awareness in the health industry. - **Machine Mimicry:** Incorporating the idea of humans acting like machines in advertising campaigns can attract attention and promote consumer engagement in various industries. - **Consumer Empathy Marketing:** The use of empathy in marketing campaigns can create a strong emotional connection between the brand and the consumer leading to increased brand loyalty in various industries. ### Where This Applies - **Pharmaceutical:** Campaigns that empathize with the physical pains of consumers can initiate their brand loyalty and influence the decision-making process in the pharmaceutical industry. - **Construction:** Incorporating the idea of machine mimicry in marketing campaigns can be utilized by the construction industry to capture the attention of its target demographic. - **Consumer Goods:** Emotionally driven campaigns that utilize empathy can bring emotional resonance between the brand and the consumer leading to increased brand loyalty in the consumer goods industry. ## Related on Trend Hunter - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [AI-Powered Pain Visualization Experiences](https://www.trendhunter.com/trends/art-of-release.md) - [Wasp Perspective Beauty Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect.md) - [Boxing-Inspired Measuring Tools Campaigns](https://www.trendhunter.com/trends/bosch-power-toolsboschpowertoolshaspremieredanewmarketingcampaigntitled.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [AI-Based Experiential Campaigns](https://www.trendhunter.com/trends/knowthesigns.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md)