Featuring two-time world kickboxing champion Alain ‘The Panther’ Ngalani, the push is seeking to position Royal 2000 as a product that “knocks out chronic pain”.
“Since Nglani represents Hong Kong, and is a two-time Muay Thai world champion, we thought as a muscle-bound heavyweight boxer, ‘The Panther’ would make a great local choice,” said Danny Mok, Grey Hong Kong GM.
The spot shows a number of instances in which Nglani punches a sufferer when they are in pain, culminating with a twist in which Royal 2000 delivers the final knockout blow.
Targeted at adults aged 45 and above who suffer from chronic pain — defined as pain that lasts for three months or more — the drive is running across television, radio and print, with media handled by MediaCom.
“It’s very common in Hong Kong, such that one in every ten people is suffering from chronic pain,” said Mok.