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.


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.