Nurofen Plus Saves Jewel Thief

Reckitt Benckiser is relaunching Nurofen Plus with “Heist”, a TV ad featuring a nimble jewel thief channeling a character from Entrapment. A woman in black tights carefully negotiates her way over, under and round laser beams in her journey towards the prize. Halfway through the heist the woman is caught by back pain. Fortunately for her she has a packet of Nurofen Plus ready. The relief is so satisfying she stretches her limbs and sets off the alarms.

Nurofen Jewellery Thief

Click on the image below to play the video in YouTube


The Nurofen Jewellery Thief ad was developed at Euro RSCG Australia, Sydney, by creative director Rowan Dean, creative Sara Dudley and account director Andrew Knox.

Rowan Dean, Euro executive creative director, says “We not only wanted to give the product an elite positioning, but we wanted to use humour and suspense for cut-through and engagement. As with our recent Wedding commercial for Nurofen, we believe we have redefined what has up until now been a very predictable category.”

Filming was directed by Jon Gwyther via Filmgraphics, Sydney, with producer Marge McInnes.

Editor was Dan Mitchell at Mike Reed and Partners Post Production. Music was composed at Nylon Studios.

  • miriam

    hello, is the the girl in your ‘jewellery thief’ commercial Kassy from So You Think You Can Dance. My daughter and I have a $20 bet. Please Help.

  • Aimee

    Hi Miriam,

    I googled this because I thought the same thing. I reckon its a pretty safe bet that Kassy is the actress in the ad – it would make sense because she is a rather limbre jewel thief!!

  • Mel

    She is not Kasey i asked the same question lol

  • Chloe

    IT IS KASSY! i know her as a teacher from sudney dance company. if you go onto their websie it says all the adds she has been and it says NURIFEN. sorry to whoever lost the bet:)
    kasy is amazing!

  • kim

    that’s bren foster he is a great actor and martial artist!!!

  • samantha

    I research Bren Foster, He is one talented man. He will be in a movie called “cedar Boys” And another called “Shadow Of Sin”. It’s nice to see Great Australian talent going world wide. Does anyone know who his agent is?

  • robert

    Bren is with Encompass in Sydney Australia

  • paul foster

    bren is my son.he was born in england where i live.he also got me into martial arts and i will be grading for blackbelt 1st dan in itf taekwondo next spring.bren is also well known over in england due to his expertise in the fields of martial arts and film.

  • Ed

    W is the nAme of the lady in this ad? ny help appreciated

  • Ed

    I’m sure alot of people will agree her ass looks so good in the ad. Just saying what everyones thinking 🙂

  • 11

    It was a catchy advert, that is still been screened in Australia as at 2010. Kassy Lee is really good in this ad and it was well made..

    q – Why isn’t the video playing, damn it?