ABOUT ADS OF THE WEIRD

With Ads of the Weird, MSNBC.com takes a look at some of the oddest, most eye-catching, controversial and just plain interesting advertising out there today. Primary writer Allison Linn covers the retail and advertising industries for MSNBC.com. The Ads of the Weird team is always interested in hearing what ads have caught your attention, whether it's online, on television or in print.


Mommy, where did your head go?

Posted: Monday, November 17, 2008 4:00 PM by Allison Linn
Filed Under:

A new commercial for the migraine medicine Treximet starts out in relatively humdrum fashion, with a close-up shot of a woman’s face as she discusses the gripping pain of a headache.

Then the ad cuts away to its surreal horror movie moment – the woman in question is actually literally holding her head in her hand, and her body is decapitated.

Or, at least it would seem at face value to be a horror movie moment. But instead, the commercial treats this development as if it is nothing special. Creepiest of all, the woman in question is standing in front of a school bus, one arm cradling her head and another arm draped over the shoulders of her young son.

Image: Screen grab from Treximent commercial
treximet.com

The boy, meanwhile, doesn’t look at all perturbed that his mother is beheaded – instead, he seems kind of annoyed that he has to stand there with her.

The commercial goes on to show two other people who are holding their heads in their hands while everyday life swirls around them. We’re thankful that we didn’t have to see any special effects blood spewing from these beheaded women’s necks, but we were still disturbed by the image of a decapitated head chatting away in the produce aisle while everyone around her appears to ignore the aberration.

We’re guessing the nonchalance with which the ad presents these headless bodies and talking craniums is meant to be a reference to how people with migraines must feel, quietly suffering in such agony that they would like to take their own head off, while everyone else continues with their regular lives, oblivious to the pain.

It’s actually a powerful idea that could have made for a dramatic commercial. But instead of coming off as subtle and sympathetic, this ad risks feeling ham-handed and corny.

Click here to watch the Treximet ad.

MAIN PAGE

Email this EMAIL THIS

Comments

hmm I don't know, as a migraine sufferer myself, I thought it was a pretty good ad.  Any ad that could manage Accurately Depict a migraine, would run the risk of setting one off -- thus engendering (very!)hostile feelings in the migraine-afficted watcher.  
With this ad, therefore, I thought they did a good job of depicting a migraine, & thus creating desire for the relief they offer, without being too accurate and thus causing me to hate them instead.  

jen - north-of-boston, ma (Sent Monday, November 17, 2008 8:19 PM)

I have suffered with Migraines for 20 yrs and I gotta tell you I have felt like taking my head off, that being said...the commercial doesn't do much for me!

Mary Ann, Jamestown, NY (Sent Monday, November 17, 2008 10:22 PM)

It's brilliant enough for you to write about. Hence the objective that is Advertising has been well fulfilled. What more needs to be said.

Baconian, the Don's Almighty Kingdom, Soulsville (Sent Monday, November 17, 2008 10:24 PM)

My guess is the producer of this ad does not understand Migraine pain because anyone who does knows you just want to blow your head off the pain is so intense.
This ad is so "nice" kind of like stroking an arm with a broken bone, it just doesn't cut it!

Migraineur TX (Sent Monday, November 17, 2008 11:44 PM)

at least it's not greyhound.

hanse, victoria, bc (Sent Tuesday, November 18, 2008 3:53 AM)

But... how would taking your head off stop a headache?  Your head would still be there.  The concept really doesn't make any sense.  Also, here in Toronto a female pedestrian was decapitated by a schoolbus in an unfortunate accident just last week, which makes this concept seem even creepier to me.

Garyo (Sent Tuesday, November 18, 2008 8:23 AM)

I'm 34 and have suffered migraine headaches since I was 12. That is EXACTLY how it feels. For those of us who have experienced the pain and other symptoms, the ad is perfect.

Dee (Sent Tuesday, November 18, 2008 8:27 AM)

It is a little creepy, but it gets its point across.

Alan Crabtree (Sent Tuesday, November 18, 2008 9:36 AM)

What was really funny about these ads is that they started right around Halloween. I know that sometimes when either my husband or I have really bad headaches we ask each other to 'chop off the top of our head', I guess this commercial just took it one step further.

Ann, Dayton, OH (Sent Tuesday, November 18, 2008 9:44 AM)

I didn't find it as disturbing as the author of the article did. In fact, having had essentially untreatable migraines for the last 30 years, I can tell you that there's been hundreds of times I've felt like ripping off my own head and playing dumpster basketball with it. I've even offered money to people if they'd just knock me unconscious!

Norman K. Elbert, CO (Sent Tuesday, November 18, 2008 9:49 AM)

that ad is very powerfull, that is exactly how I feel when the migraines strike me. After the 3 or 4 day you really do want to cut your head off

Di, beaver county pa (Sent Tuesday, November 18, 2008 10:19 AM)

I dont get it. When a migraine strikes, I've never been able to walk around, go grocery shopping, whatever. I'm curled in a little ball in my bedroom in intense pain, at least until I start running to the bathroom throwing up.

hit me with a hammer (Sent Tuesday, November 18, 2008 10:31 AM)

I think if you had every sufferred a migraine headache, you would be more sympathetic to the feeling described in this ad.

Sue Phelan, Tucson, AZ (Sent Tuesday, November 18, 2008 10:32 AM)

I agree. Migraines are terrible; I've had them since I was 16. Treximet is a great drug, but even with insurance, it costs $50 for 9 pills! I'm glad Imitrex is going generic soon!

Pookie-Pie (Sent Tuesday, November 18, 2008 10:57 AM)

I have to remind myself that people don't die from migraines every time I have one - they last for days and even prescription meds don't work all the time.  Lights hurt, moving hurts (like an elevator on the way to the doctor's office for a shot for the pain), thinking even hurts.  The pain really is so intense that I have also asked people to knock me out until it's over.  This commercial shows the real and honest truth:  Migraines make you want to take off your head so you can get on with your life.

Cathleen Cassavant, Springfield, Illinois (Sent Tuesday, November 18, 2008 11:15 AM)

I have suffered with migraines for my whole life, and while the pain may make you want to take your head off, this commercial was creepy at best.  It certainly didn't work for me.

Gwen (Sent Tuesday, November 18, 2008 11:40 AM)

I have had migraine attacks for many years, and this commercial disturbed me in a number of ways.  First, as a child I had a recurring nightmare about a headless man chasing me down the street.  It's something I haven't thought about in nearly 30 years, but now I have to face it again. Second, if the commercial seemed a bit creepy/scary to an adult, imagine what it would do to a young child. I saw this commercial once during the early news, and once in prime-time, well within the time-frame that a child might be watching TV. Third, I am really tired of people generalizing migraine symptoms, in commercials and elsewhere. Migraines do not affect everyone the same. Hence, some migraine sufferers may agree with this presentation, while others still won't get it or will be resentful of the company's interpretation. A very painful, potentially debilitating, long-lasting headache can still be just a headache, whether due to stress, allergies, illness, muscle tension, hormone fluctuations, a brain tumor, or other physiological causes that only a doctor should diagnose. Migraines are often used as a generic diagnosis for some of these physiological causes, when in fact migraines are frequently composed of a much more complex myriad of neurological symptoms, including predromal symptoms, like flashing lights and depressed affect, and ultimately other symptoms such as nausea and sensitivity to light/sound, etc. Drug companies create advertisements like these to get people to self-diagnose and convince their doctors that they NEED a certain medication whether or not they have the symptoms that would lead to this diagnosis. These ads are nothing more than a scare tactic to the uninformed.

Brian J., Longmont, CO (Sent Tuesday, November 18, 2008 1:07 PM)

The article points to the creepiness of the commercial and regardless of subject, the ad is unnerving. I've had migraines for 30+ years but the ad didn't resonate, just creeps me out. I agree with "hit me with a hammer" - roll up in a ball, writhing in a dark room for hours or days.

JP, Medford Ma (Sent Tuesday, November 18, 2008 1:44 PM)

Personally, I feel more like I would rather drill a hole into my skull when my migraines hit. Imagine how THAT commercial would go over!

DC from DC (Sent Tuesday, November 18, 2008 1:55 PM)

I am a 32 year female who has suffered migraines for the last five years. I have thought about taking this ad from a magazine and, hanging it on our fridge. I feel like taking my head off when I have a migraine. I believe that unless you have experienced a migraine for your self, then you have know idea of what a migraine can feel like! I can completely  relate to this ad!

Rachel,Minneaplis,Mn (Sent Tuesday, November 18, 2008 1:58 PM)

I didn't find it quite as creepy as the author did.  I usually just want to take a mallet to my head just to make it feel better. But then, neither is near effective as losing consiousness long enough for the pain to go away.

crystal (Sent Tuesday, November 18, 2008 2:00 PM)

It's true...when the migraine hits you can't even walk or do anything, but that's exactly how i feel when a migraine hits, rippng my head off.  Treximet is great, i tried it and it took five minutes for it to work.  

Lily, Burbank, CA (Sent Tuesday, November 18, 2008 2:03 PM)

I've suffered for 25 years with untreatable migraines, 10 - 15 a month.  I've tried every preventative, fioricet to depakote.  Nothing works.  I've used everything from imitrex, maxalt to now relpax, all very expensive.  This ad definitely depicts how the pain feels. Not only do I want to take my head off, I want to throw it away!  If it weren't for migraines, I'd have no health problems!  

n. NJ (Sent Tuesday, November 18, 2008 2:06 PM)

Are we really blogging about commercials now? Seriously?

S (Sent Tuesday, November 18, 2008 2:35 PM)

"at least it's not greyhound."

First good laugh I've had all day.

Kate, New Hampshire (Sent Tuesday, November 18, 2008 3:45 PM)

The commercial doesn't bother me and I have had migraines for 50+ years.  What does bother me is that just when the Imitrex patents are running out and many people who could not afford Imitrex will be able to afford the generics, the company begins pushing the new prescription-only Treximet, which is simply Imitrex (sumatriptan) and Aleve (naproxen sodium). (sorry, "prescription strength naproxen" so take 2 Aleve for 440 mg vs the 500 mg in Treximet).  Hopefully, doctors will know enough to prescribe generic sumatriptan and over-the-shelf Aleve (or better yet, the store brand naproxen sodium).

Bill, Liberty Lake, WA (Sent Tuesday, November 18, 2008 4:00 PM)

<<,What does bother me is that just when the Imitrex patents are running out and many people who could not afford Imitrex will be able to afford the generics, the company begins pushing the new prescription-only Treximet, which is simply Imitrex (sumatriptan) and Aleve (naproxen sodium). (sorry, "prescription strength naproxen" so take 2 Aleve for 440 mg vs the 500 mg in Treximet).  Hopefully, doctors will know enough to prescribe generic sumatriptan and over-the-shelf Aleve (or better yet, the store brand naproxen sodium).>

GO BILL.
I am sorry about your migraines butobviously it hasn't affected your intelligence.

I saw through that ad the first time

They could only bring themselves to barely disguise it- look at the spelling TREXIMET IMITREX

What Bill said-get the generic and take some store brand aleve if you want to try this "new drug" cheap.

Personally the drug commercials have me scared to take alot of rx's-I am doing quite well on supplements and behaving myself at the table.
I know that there is a need for this medicine- have any of your migraine sufferers looked into an herb called feverfew? I ahve a friend who had "please knock me out" migraines for years.Feverfew was extremely helpful- but most of her headaches went away when she got her hormones straightened out-and had a few really unhealthy parts removed.
Nw feverfew is all she takes when she feels that grabbing sensation in the back of her neck.

Hope this helps someone.

And as for the ad- yea beheading the actresses really makes me want to know more about your product!

Geekygirl San Antonio, TX (Sent Tuesday, November 18, 2008 9:50 PM)

ok!,what a stupid commercial.

stephanie,norfolk va (Sent Tuesday, November 18, 2008 10:32 PM)

Holy cow.  What has this society come to?  Headaches so bad that folks heads are falling off.  Dude, that is some wicked stress.  I'm going on vacation right now because if my head falls off, my hair just won't part right and the fact that my left side is my good side will be laughable.  Thank god that we have drugs that can successfully reattach your head or we would all be in serious trouble.  Maybe I shouldn't drink this early in the morning.

Greg Walters, Newport, RI (Sent Wednesday, November 19, 2008 9:23 AM)

Get's your attention regarding the product.  I would like to know how many side effects the cure has though. That is the question pounding in my head right now.

Smokey (Sent Wednesday, November 19, 2008 9:43 AM)

I have had Migraines for years, I was using naprosin and Aspirin to help, (which did for the most part, but I had to take 3 of each).  Doctors do not seem to understand that people get migraines, I have heard (since I had migraines since 16) that children don't get migraines,(what a load of crap) and my favorite (because I am a woman) they wanted to give me seditives because I was too nervous!!  my migraines were hormone imbalance.  Doctors are so smug and wrong.

skitty (Sent Wednesday, November 19, 2008 11:20 AM)

Why do people like this you get to write articles like you are the opinion of the masses.  Someone @ MSNBC empowered you to have a voice and you use it to talk about this stuff.  Blood gushing from the head what are you talking about.  Stop trying to sensationalize what is an innocuous advertisement.

Also, you obviously don't know what migraine suffering is all about nor do you know how amazing a drug Treximet has been and why a off the wall marketing campaign is great for helping them get the word out.  I've used Immitrex for years and the combination of Naproxen and Immitrex together, which is all Treximet is, works so much better at stopping migraines fast.  I personally am offended at your article.  I hope MSNBC does a special on how offensive you are.

Paul Rafelson, Seattle, Wash (Sent Wednesday, November 19, 2008 11:38 AM)

I agree with "hit me with a hammer"-for people with real migraines, you can't even get out of bed, much less pick up kids from school....so i don't buy it

Whatever, whatever, oh (Sent Wednesday, November 19, 2008 1:28 PM)

For this migraine sufferer, the ad doesn't even get close to describing one of my migraines.  I have actually asked my husband and the nurse at the doctor's office to shoot me.  Of course, they knew  didn't really mean it.  It was the pain talking.  But my comment on the ad is moot because I can't take Imitrex.  I would much rather see a commercial that truely depicts someone inthe throws of a migraine.  Curled up in the fetal position on the bed, room as black as a moonless night (darker than that if possible), the sound of your own heartbeat far too loud to bear, any odor no matter how faint makes you run to the bathroom to vomit, begging anyone to knock you unconscious.  That would not only be accurate, but it would keep those who are merely suffering a headache from self-diagnosing and asking their doctors for medication.  But that is just my opinion.

Laura R., Moline, IL (Sent Wednesday, November 19, 2008 2:14 PM)

All migraine sufferers asside, my 2 year old daughter has NIGHTMARES from this stupid ad- for crimenitly sakes, they play it in the middle of the day on stations that children watch. My daughter screams "oh no the spookies are gonna get me" and runs from the room and hides under her bed. I don't care if it describes a migrine accuratly or not - It is an awful ad to run for the childrens sake!

Sherry W, Antioch, IL (Sent Wednesday, November 19, 2008 4:54 PM)

The fact that you are talking about it here is proof that the ad has worked and out lived its 60 second airing on TV.  How many other people are talking about this ad this week?  From a marketers perspective I'd say this is a successful campaign.

Jim R, Chicago, IL (Sent Wednesday, November 19, 2008 5:02 PM)

A MOST TASETELESS COMMERICAL, I WROTE TO THE COMPANY AS SOON AS IT AIRED HERE.

DNO (Sent Wednesday, November 19, 2008 6:40 PM)

I have suffered migraines for years now, and I understand what they are trying to say.  BUT, the idea of somebody out & about functioning with a migraine is absolutely ridiculous to me.  This past summer I had to have somebody drive me home from San Diego to Phoenix, because I can hardly even walk when I have one, and I had run out of the Maxalt I take for the headaches (because I puked up the dosage I had taken with me 10 minutes after taking it).  I thought I was going to die the pain was so bad.  We had to stop no less than 7 times so I could throw up and or heave on the side of the road.   I don't think the producer of this commercial has a full grasp of how crapolicious migraines are.

Alejandro, Phoenix, Arizona (Sent Wednesday, November 19, 2008 9:17 PM)

i had a migraine once and it was pretty damn bad... i sympathise

doesnt take shaft (Sent Wednesday, November 19, 2008 10:14 PM)

As a male sufferer of migraines, the ad doesn't even come close to describing my migraines. It feels like someone's stabbing me in the head with an ice pick above my right eye. between that and the light/sound sensitivity, I couldn't even get out of bed, let alone go shopping, or take care of kids.

Justin N, Somerville, MA (Sent Thursday, November 20, 2008 12:26 AM)

That's my friend's son in the ad. My friend is baffled that people would be offended by it. As the mother of a teenager with frequent migraines (and having had a few myself) I can understand the feeling of wanting to take your head off; I think the commercial is making a good point, and it certainly gets your attention. People need to stop getting worked up over silly things and worry about the important stuff.

Kristin (Sent Thursday, November 20, 2008 1:49 AM)

Almost half the commercial is devoted to the awful, serious and sometimes deadly side effects of this drug! (Which the latter paradoxically would stop your migraines - for good!)

Do some research on the web - there are NATURAL CURES (yes CURES) for migraines. No side effects - except pain relief and good health.

But Big Pharma can't have that - can they? That would cut in on their profits. Better to get 'em hooked on a temporary fix than a lasting solution.

Cures make for poor repeat business.

Jacques, West Palm Beach, FL (Sent Thursday, November 20, 2008 8:56 AM)

When I get a migraine, removal is the least of the things I want to do to my head. Complete annihilation is usually top of the list.

The commercial fails in one critical way, and it's not the headless characters-- it makes clear that Treximet is just Imitrex with Aleve. For anyone with a currently-attached brain, this commercial does more harm than good. I know there's no way I'd pony up $50 for 9 pills when I could get a bottle of Aleve for less than $8 and a scrip of Imitrex for $10.

It's not the delivery-- it's the content that's absurd.

Sugarblind, Lancaster, PA (Sent Thursday, November 20, 2008 11:09 AM)

I suffer from a type of migraine known as Transient Migraines, which means the migraine effect can hit any part of my body causing anything from numbness, horrific burning sensations, to optical issues, tinitus and deafness to temporary memory loss, and even the old fashioned migraine headache and I even once, passed out.

I can tell you I would not take this product they advertize just because of the intentional creepy disturbing aspect.  I think the commercial could be frightening and disturbing to children and even some adults.  I found it sickening and cannot believe that it was put on television.  It needed a TV rating warning "WARNING: The following commerercial may not be suitable for everyone as it contains disturbing images of decapitation".  

Richard; Jefferson City, TN (Sent Thursday, November 20, 2008 11:52 AM)

from the view of a frequent migraine sufferer...I literally envision my head being removed just to help alleviate the pain I am experiencing...however I am an Imitrex user....but if this works better I'd be willing to use it....and if this kind of commercial gets my attention...then its working two-fold!

Jenn Thompson, Camarillo, CA (Sent Thursday, November 20, 2008 12:52 PM)

As a migraine sufferer, I can tell you that this commercial is creepy and does not represent true migraine pain.  I cannot function on any level while having a migraine.  None of the migraine preventive meds work on me.  I've had my physician give me every new and improved med there is (Samples).  I have also told my doctor that I cannot afford name brand meds of any kind.  If it doesn't come generic, don't bother prescribing it.  It makes NO SENSE to allow drug companies to take a drug that already exists add some naproxen to it and then start marketing as some MIRACLE! Sounds like snakeoil salesmen and the Feds need to put a stop to this.

Lori Harris, Tacoma, WA (Sent Thursday, November 20, 2008 2:08 PM)

Now, will someone please tell me...How is she going swallow this wonder pill when her head is no longer attached to her body?  I think she is definitely better suited for "head-on" - Non pun intended, I mean the other miraculous headache cure that is applied directly to the forehead.

Dan, New Jersey (Sent Thursday, November 20, 2008 2:48 PM)

So far as migraines go, I have the type where I can't talk and to everyone around me, and symptom-wise, it seems I've had a stroke. My headaches get so bad I punch (yes, all my strength, knuckles to the forehead punching) myself in the face because that distracts from the pain. For up to a week afterward, I wander around like a zombie, scared to move to fast because my migraine might return. It even affects my work life, where I have to run from my computer mid-picture to drink tons of caffeine and try to sleep for a few hours.
All I'm trying to say is that when you feel like this, when you're to the point of willing to give yourself a black eye for a bit of relief, then you can see why people are swayed by an altogether unappetizing commercial and outrageous prices.
And the worst part is that in my experience, taking 4 allergy pills or a 4 exedrin (twice the dosage) at the onset of a migraine knocks you out for an hour and lets you wake up feeling MUCH better, if a little woozy. It's not the best solution (by far) but at $10 for 20 pills, tops, I really can't complain.

Amia, Redmond, WA (Sent Thursday, November 20, 2008 3:36 PM)

I have been a migraine sufferer for the past 18 years and have asked my husband to cut my head off on many occations. I thought that it was the only way to escape the pain when the meds did not work. The ad made perfect sense to me! (Sent Thursday, November 20, 2008 4:00 PM)

I've suffered from migraines for 15+ years as well. Better than the decapitation, though, would be people walking around with ice picks in their heads. A little more accurate about how the pain is. But probably a little more scary for the viewers...

Jen, Chicago, IL (Sent Thursday, November 20, 2008 4:43 PM)



SEND A COMMENT

PLEASE READ: All comments must be approved before appearing in the thread; time and space constraints prevent all comments from appearing. We will only approve comments that are directly related to the blog, use appropriate language and are not attacking the comments of others.

Message (please, no HTML tags. Web addresses will be hyperlinked):

Your name, city and state (John Doe, Seattle, Wash.): 

 Your e-mail address (jdoe@msnbc.com):

Your website (it's okay if you don't have one):

Remember me? (We'll keep it private)