Mother has launched its first work  for Nurofen, with a multi media campaign that includes TV, print , outdoor advertising,  a new-look website,  online advertising, interactive online TV, instore activity, experiential activity, PR and new packaging. The campaign represents  a contemporary shift for the brand and the pain relief  category in general. The TV spot which launched on Monday the 18th unveils a simple and magical brand world where consumers see a new animated character, Nuro, going straight to the source of pain, to provide the most effective relief possible. Stephen Butler, Creative Director at Mother says “The category has talked itself into an unnecessarily prosaic creative approach over the years, which presents a fabulous opportunity for Nurofen to exploit. With this in mind we have created a brand world that will set Nurofen apart from everybody else and allow us to tell all sorts of extraordinary pain relief stories in an imaginative and engaging way for the first time.“ The new TV ad can be viewed on Campaignlive.