Apply directly to the forehead!
Billed as a remedy for migraine headaches, Head On easily gets my award for Most Annoying TV Commercial Ever. In heavy rotation on CNN, the ad shows a woman applying what looks like a glue stick across her forehead repeatedly while a voice announces "Head On! Apply directly to the forehead!" over and over again. That's the whole ad. It's like a 15 second spot, but it just drills itself down into your cerebral cortex and rests there, like a Ceti Eel from Star Trek II: The Wrath of Khan.
I'd love to talk with the marketing folks who came up with this idea.
"OK, so we're pitching this to people who are suffering from blinding headaches. Let's come up with something dead simple, that's more annoying than their headache itself."
"I got it: Let's just say the words 'Apply directly to the forehead' over and over again. After all, they're incoherent from the pain, we don't want to overwhelm them with too much info."
It's deceptively, almost evilly simple.
As far as the product itself is concerned, what little I can glean online seems to suggest that it's a homeopathic remedy (and that immediately sets off alarm bells with me -- I think homeopathy is quackery of the worst kind) that simply has some cooling agents like menthol and menthyl lactate (same stuff as what's in Fixodent denture powder), which I'm sure provide some relief to people who are suffering muscle-related discomfort.