Head Case
THE MESMERIZING AD FOR HEADACHE GEL.
By Seth Stevenson
The Spot: A woman rubs what appears to be a glue stick across her forehead. The voice-over repeats one sentence in triplicate: "HeadOn: Apply directly to the forehead. HeadOn: Apply directly to the forehead. HeadOn: Apply directly to the forehead." We cut to an image of the product in its packaging, while the voice-over tells us that "HeadOn is available without a prescription at retailers nationwide."
When I first saw this ad, I was convinced it was a viral prank. Everything about it—the woman serenely rubbing stuff on her forehead; the lack of explanation as to what this stuff is; and, of course, the mind-numbing repetition of that weird catchphrase—just seemed too bizarre to be an actual commercial for an actual product. When I logged on to HeadOn.com, I expected a jokey Web site that would eventually redirect me to a promotion for Burger King or Axe deodorant or something.
But no, it turns out HeadOn is for real. (That is, the product does exist. I'm not sure I can use the word "real" in any reference to a topical homeopathic health remedy.) HeadOn is meant to treat headaches and is a gel suffused with various plant extracts that you apply—say it with me—directly to the forehead. I am told that doing so creates a cooling sensation. HeadOn is available at Wal-Mart for $5.24 if you care to check it out for yourself. Caveat emptor.
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