Advil’s campaign, “The Off the Field Playbook,” has enlisted Canadian NFL player Chase Brown to appeal to the league’s 14.5 million fans here at home.

Advil featured the Cincinnati Bengals running back, who hails from London, Ont., partly because the NFL is ranked as the number two sports league in Canada. In the Haleon-owned brand’s latest spot, Brown hurts himself after lifting groceries and turns to the pain reliever.

Amrita Maharajh, senior brand manager of Advil, tells strategy that because different types of pain impact a spectrum of people, including athletes, “we see that as an optimal opportunity to engage with a variety of audiences.”

Because Advil was named the official pain relief partner of the NFL in Canada, it was important to find a Canadian player to resonate with Canadian audiences, Maharajh added.

“Whether it’s with sports enthusiasts, musicians or gamers, we will continue to build on our learnings and push boundaries that enable us to further connect with consumers to help relieve their pain and reclaim life’s possibilities,” Maharajh says.

“The Off the Field Playbook” campaign kicked off this week and will continue through this NFL season leading up to Super Bowl LIX on Feb. 9. Canadian viewers will experience it through a full 360 media plan inclusive of TV, digital, social, OOH, retail and PR. Advil plans to execute specific shopper and digital programs at key retailers over the course of the next few months.

The campaign was led by Publicis Sports and Entertainment, which helped to secure the strategic partnership between Advil and NFL Canada and is handling the buy. Grey is the Canadian creative lead, with Edelman on PR.

Advil also recently did outreach to help gamers overcome nagging screen-related headaches.