Dancing away the menstrual pain

It’s clever, it’s hip and it’s ironic. It’s a viral video that suggests there’s nothing better than the crooning of a boy band to drown out the moaning of a teenage girl over the pain of her menstrual cramps.

In a slick marketing move, British manufacturer Reckitt Benckiser is betting on the irresistible appeal of five (yes, it’s always five) hunks to hawk a pain reliever to menstruating Israeli female adolescents. It’s the well-known Nurofen, but it’s the kind that comes in the pink box, as the boys of the fictional XPain 2015 remind us four times in two and a half minutes.

The spot, the work of the Inbar Merhav g advertising agency, is a total sendup of the boy band video genre. In between lyrics urging young women to “suffer a little less,” the band members poke fun at the silliness and lack of originality of such pop music clips.

There are the standard dance moves, sultry looks into the camera, and, of course, the moment where they take off their shirts to reveal their ripped, sexy abs.

As always, sex sells… even pain medication for your period.

https://youtu.be/bwRcFiI7Q-Y