• Ad Age, Tuesday, September 25, 2007 11 AM

One of the most amateurish and mind-numbing creative executions ever on television--campy spots for HeadOn external analgesic headache remedy--are proving to be highly effective.

From 2005 to 2006, HeadOn grew 234%, according to Information Resources Inc. And for the first half of 2007, the brand looks to be on track to double sales. HeadOn ranks No. 9 in the external-analgesics-rubs category and logged $6.5 million in sales last year, up from just $1.9 million in 2005, not including Wal-Mart.

The rapid-fire "HeadOn, apply directly to the forehead" spots are arguably among the worst commercials ever from a creative standpoint. But not since "I've fallen and I can't get up" has such a cheesy spot captured the public imagination. "We're just trying to build a brand by getting people to remember it," says Dan Charron, vice president, sales and marketing at Miralus Healthcare, the marketer of HeadOn. "It's all about recall."

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